VOZ launches, but a privacy reform is a threat

The 1 May launch of VOZ marks a watershed for TV measurement, but proposed privacy rules risk entrenching platform dominance.

David Kennedy · Venture Insights17 April 2023Period: April 20234 min read

Last updated 8 June 2026

1 May→

Launch date for Virtual Australia (VOZ) ratings system

Higher↑

BVOD advertising yields compared to traditional broadcast yields

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Companies covered:7plus10 PlaySBS On DemandFoxtelGoogleThinkTV

Abstract

This report analyses the 1 May launch of the Virtual Australia (VOZ) ratings system, a critical milestone for the Australian TV industry. While VOZ enables accurate de-duplicated measurement across traditional broadcast and BVOD apps like 7plus and 10 Play, the Australian Government’s privacy review poses a significant threat. Proposed restrictions on third-party data trading and de-identified information could undermine targeted advertising effectiveness, potentially disadvantaging local broadcasters against global platforms like Google that possess vast first-party data troves.

Key Takeaways

The Virtual Australia (VOZ) ratings system launches on 1 May, providing the first agreed method for de-duplicating broadcast and BVOD audiences.
VOZ will deliver daily audience data to major advertising firms, justifying increased ad spend for FTA broadcasters.
Proposed Australian privacy reforms threaten to restrict third-party data trading, which FTA TV relies on more than global platforms.

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Frequently Asked Questions

The launch of the Virtual Australia (VOZ) system provides the first unified method to de-duplicate audiences across traditional broadcast and BVOD platforms. This data allows broadcasters to justify higher advertising yields for digital streaming services compared to traditional linear television.

Proposed reforms may extend protections to de-identified information, directly threatening the targeted advertising models used by BVOD apps like 7plus and 10 Play. The government's review dedicated 3 pages to the harms of targeted ads while providing only 3 paragraphs on their benefits, signaling a restrictive regulatory lean.

Local broadcasters are most vulnerable because they rely heavily on third-party data trading to compete. In contrast, global platforms like Google hold multi-decadal troves of first-party data, giving them a significant competitive advantage if third-party data usage is restricted.

VOZ launches, but a privacy reform is a threat

Abstract

Key Takeaways

Frequently Asked Questions

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