A record three million videos were streamed on TVNZ's Ondemand platform in March. Only last month the state broadcaster announced its long-waited iPhone and iPad app was downloaded more than 147,000 times in its first month and streams to iOS devices now account for almost a third of its Ondemand service.
TVNZ says the first quarter of this year has seen a 34 percent in streaming videos compared to the same period last year.
This is good news for the media company looking to diversify its portfolio as more households ditch their TV sets in favour of online viewing. Chief executive Kevin Kenrick says TVNZ is exploring ways to differentiate on demand content and its traditional over-the-air experience, including experimenting with more web-first content.
“Broadcasters have to adapt. TVNZ is trialling Ondemand-only content where we premiere selected shows ahead of TV broadcast. The Carrie Diaries, the fifth most popular Ondemand programme last month, is currently only available Ondemand; and the homegrown comedy series Auckland Daze premiered Ondemand before it had TV air time,” says Kenrick.
Update: Meanwhile Mediaworks has come back and updated us with some of its video on demand figures for March, saying it's within reach of TVNZ's numbers. There were 2,355,000 streams for TV3 and Four on the on demand websites, with an additional 156,000 streams through the 3 News iPhone and iPad apps. Mediaworks also has video content on its radio websites, streamed 307,000 times this month.
Top 10 TVNZ Ondemand programmes in March
1. Shortland Street
2. My Kitchen Rules
3. The Big Bang Theory
5. The Carrie Diaries
6. Once Upon A Time
7. Coronation Street
8. The Vampire Diaries
9. Masterchef New Zealand
10. 2 Broke Girls
Source: Nielsen / Omniture via TVNZ
Just over a month since the launch of the TVNZ Ondemand app iOS, the broadcaster has announced it's already been downloaded more than 147,500 times.
The split is 47 percent on iPad and 53 percent on iPhone.
A total of 781,000 videos have been watched through the apps, which TVNZ says is 28 percent of its overall Ondemand streaming for the month.
The app was developed by the Digital Arts Network, check out our interview with DAN's Ross Howard about the tech behind the app.