Netflix has made a significant move behind the scenes, signing up with the TV ratings agency Barb, which will allow their audiences to be measured by an external, independent body.
Previously, the streaming service was very tight-lipped about their viewing figures, only revealing small snapshots of viewing data, often only from their most popular shows. The move will allow the data to be accessible to advertisers and journalists, with the financial future of Netflix being far more visible with this change.
Helping to do the same thing for over 300 other subscribing channels, Barb also covers mainstream services such as the BBC, ITV, Dave and E4.
Reed Hastings, the co-chief executive of Netflix, has stated: “Back in 2019, at the RTS conference in Cambridge, I welcomed the idea of Netflix audiences being measured independently…we’ve kept in touch with Barb since then and are pleased to make a commitment to its trusted measurement of how people watch television in the UK”.
In response, Justin Sampson, chief executive of Barb also came out to say: “Our audience measurement continuously adapts to accommodate the new platforms and devices that are being used by people to watch their favourite television shows…We took a big step forward last year when we started reporting audiences to streaming services”.
The viewing data of Netflix will be accessible through Barb on the morning of November 2nd.