'In April 2011, Screen Australia released Beyond the Box Office. The report analyses patterns of screen media consumption in Australia, helping to understand shifts in media penetration and offering never-before-published insights into consumption of DVD/Blu-ray and online video.
Focusing initially on feature films, Screen Australia also released a new standardised audience metric, designed to evaluate the number of times a film is viewed across its first-release lifecycle.' Source: /www.screenaustralia.gov.au (Sighted 10/05/2011).