ComScore Can Now Show Networks and Advertisers Who’s Watching Their Content on Streaming Platforms

New measurement data includes Amazon, Hulu, Netflix and YouTube

ComScore is promising viewership data for streaming content through a service called OTT Intelligence. Courtesy of Netflix
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For a while now, those in the television industry have been clamoring for viewership data on people watching content on streaming services, including Amazon, Hulu and Netflix. And it appears measurement firm comScore, which has been nipping at Nielsen’s heels for some time, is attempting to step up to the plate.

According to Fierce Cable, comScore is promising viewership data for streaming content on TV screens through a new service called OTT Intelligence. The data is gathered through comScore’s Total Home Panel, a platform that has access to audience statistics based on approximately 12,500 households and 150,000 active devices.

Subscribers to OTT Intelligence will have access to metrics including household reach, audience size and usage for the aforementioned streaming services as well as YouTube. The company said the data can be segmented for cord-cutting and cord-never homes as well as those with a cable or satellite subscriptions.

“With very limited insight into viewing behavior across providers, the OTT market has largely been a black box,” said Mike Rich, comScore vp of emerging products, in a statement. “As more TV viewers look beyond traditional content sources, it’s more important than ever for networks, content producers, device manufacturers and others in the ecosystem to understand this growing segment of cross-platform viewing.”

Streaming services like Netflix and Amazon occasionally provide updates about their total number of subscribers, but they’re traditionally far vaguer when it comes to releasing viewership data for their original content.

Nielsen revealed some viewership figures for Netflix series last year by partnering with studios, including Sony and Lionsgate. According to Media Life, the data showed that series like Orange Is the New Black posted ratings similar to those of HBO’s most-watched series. The data also showed that Netflix generally delivers a younger age demo than the audience watching linear TV.

@ajkatztv A.J. Katz is the senior editor of Adweek's TVNewser.