Nielsen says it will now be measuring, and publicly sharing, Netflix ratings data, while allowing networks and studios to finally get a sense of how the audience for the streaming service’s shows measures up to broadcast and cable series. (Adweek)
Netflix has argued ratings for shows on its service are irrelevant since it doesn’t sell advertising. Nielsen didn’t respond to a question about whether Netflix was aware of its measurement effort or announcement. “The data that Nielsen is reporting is not accurate, not even close, and does not reflect the viewing of these shows on Netflix,” a spokesman for Netflix said in a statement. (WSJ / CMO Today)
Nielsen had for the past year provided Netflix ratings to TV producers but only for their own shows—not on anyone else’s content. Netflix doesn’t provide ratings information, which has been a point of contention for Hollywood creators who typically rely on that data to make sure they’re getting a fair deal for their work. (Recode)
The new SVOD metrics will include not just ratings but data points such as reach, frequency and segmentation reporting, elements common for years in the world of linear TV. Streaming on Amazon Prime and Hulu are expected to follow in 2018, but for now the expansion covers Netflix—and, significantly, not on mobile devices. (Deadline)
A&E Networks, Disney ABC Television Group, Lionsgate, NBCUniversal and Warner Brothers are among the companies that have subscribed to the new service, Nielsen said. The data is available to the clients, who could choose to release it publicly. In all, eight networks and production studios have agreed to get the data. (Variety)