Netflix and Nielsen are marching nearer towards measurement options for the streaming service’s new ad-supported tier.
High line
Right now, the 2 firms introduced they’re increasing their partnership with a multiyear settlement permitting Nielsen to offer linear and streaming viewers information all through the U.S., Mexico and Poland. Because of this, the streaming large could have a extra holistic view of cross-media consumption.
Between the strains
Netflix first launched its ad-supported tier in November 2022 and struck an settlement with Nielsen to make use of its Digital Advert Scores instrument within the U.S. That settlement continues to be on observe for the primary half of 2023.
“We’re honored to proceed working with Netflix to offer them with the insights they should perceive their viewers as media consumption evolves,” Kim Gilberti, svp, product administration at Nielsen, mentioned in an announcement. “As we transfer nearer to offering comparable and deduplicated metrics throughout screens and platforms with Nielsen One, this settlement with Netflix is one other nice instance of why Nielsen is properly positioned to guide the viewers measurement motion now and sooner or later.”
Within the U.S., Netflix is now subscribed to Nielsen’s nationwide TV measurement information, in addition to its streaming platform scores. In Mexico and Poland, the streaming service subscribed to cross-platform viewers insights which can be derived from streaming panels.
“The most important shift in leisure continues to be from linear TV to streaming, and Nielsen’s Gauge reveals the place viewers spend their time—and the way their consumption patterns are altering,” Pablo Perez De Rosso, Netflix vp, technique, planning and evaluation, mentioned in an announcement. “This data is important for the trade, and we’re excited to proceed to work with Nielsen in Mexico and Poland.”
Backside line
The expanded settlement comes days after the measurement firm debuted Nielsen One Advertisements, a platform designed round marketing campaign measurement. The corporate additionally not too long ago launched Nielsen One Content material Alpha, which offers cross-platform, deduplicated and syndicated content material metrics throughout units to ship a view of aggregated program efficiency throughout distribution platforms. Each these choices make up Nielsen One.
Although it’s nonetheless the largest measurement participant within the sport, Nielsen’s woes are ongoing.
In September 2021, the MRC stripped Nielsen’s accreditation after the measurement large admitted to lowballing audiences nationally and domestically early within the pandemic. Then, in November 2022, the MRC voted to proceed its suspension of Nielsen’s nationwide scores.
