TVNZ partners with Milton Data to develop New Zealand’s first co-viewing measurement solution

TVNZ is preparing to launch a first-to-market co-viewing measurement solution, giving advertisers the ability to reach and better measure all viewers watching TVNZ+. Launching in late 2025, co-viewing will accurately measure exactly who is watching, giving richer data than login information is able to provide.

Viewers are tuning in to TVNZ+ on the big screen alongside their spouse, flatmates, children or friends. However, establishing a true picture of this total audience has been restricted, with platforms like TVNZ+ relying on one-to-one identifiers such as device ID or logged in profile data, to measure shared viewing moments.

Close to 70% of TVNZ+ viewing now takes place on connected television (CTV), with viewers gravitating to the largest screen in the house to watch their favourite programmes. With CTV uptake growing year-on-year, TVNZ has been developing a solution to unlock more comprehensive data of TVNZ+’s viewership for advertising partners. Co-viewing measurement for TVNZ+ will offer a massive leap in the available insights for advertisers.

Rob Hutchinson, Chief Digital Officer at TVNZ says “The ability to capture more comprehensive data about our digital audience is a really important step to deliver on our Digital+ strategy. This solution has been years in the making. TVNZ+ has seen strong growth each year in connected television viewership, and we know that most of our audience isn’t watching alone on CTV.

“I’m excited to see it come to life and the benefits it will create for our commercial partners. TVNZ are continuously growing our suite of data-rich advertising tools, and co-viewing measurement will add exponentially to that offering.” Hutchinson added.

To co-develop the model for New Zealand, TVNZ have partnered with industry leaders Milton Data. Milton Data are the architects behind VOZ Streaming in Australia, partnering with Channel Seven, Channel Nine, and Channel Ten to launch their co-viewing solution, which is widely accepted as the currency for BVOD measurement in the Australian market. Their extensive experience and credibility in Media Measurement and statistical modelling were important to ensure a robust and trusted solution.

TVNZ’s Chief Revenue Officer, Valerie Walshe, says TVNZ are delighted to have Milton Data’s expertise on board.
“It was crucial that we developed TVNZ’s co-viewing measurement solution with a trusted partner. Milton Data have demonstrated their ability to create a world-class solution with VOZ Streaming in Australia, and we’re looking forward to working together to bring this industry-leading measurement to New Zealand. It’s going to deliver fantastic value for advertisers and for TVNZ.”

Ian Garland, Managing Director of Milton Data says “We are thrilled to partner with TVNZ for the launch of New Zealand’s first co-viewing measurement solution. We’re excited to combine our modelling expertise with TVNZ’s innovative vision to deliver deeper insights and engagement data for advertisers. We look forward to working with TVNZ to shape the future of streaming audience measurement in the New Zealand market.”

TVNZ have also partnered with global measurement and insights leader Kantar to facilitate the collection of panel data, which will be used to power the co-viewing model.

 Co-viewing measurement will launch later in 2025, with the ability to deliver impressions to co-viewers following shortly after.