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Netflix Signs Up for BARB Media Measurement in the U.K.

Netflix has agreed to allow the Broadcasters Audience Research Board (BARB) to report on the streamer’s daily viewership across the United Kingdom.

Beginning Nov. 1, BARB will report Netflix viewing daily, covering both the service’s reach and program viewership to its clients. BARB currently reports viewing for more than 300 pay-TV channels, broadcast video-on-demand (BVOD) and (AVOD/SVOD) services in the U.K.

Netflix viewing data will be available to all BARB clients on the morning of Nov. 2 through existing viewing analysis software and data-processing bureau.

“Back in 2019, at the RTS conference in Cambridge, I welcomed the idea of Netflix audiences being measured independently,” Reed Hastings, co-founder/co-CEO of Netflix, said in a statement. “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 U.K.”

Through 2022, U.K. broadcasters’ linear channels and on-demand services have accounted for two-thirds of all identified viewing, while SVOD/AVOD services comprise about one-sixth of all viewing. The average daily viewing time to broadcasters’ services was 159 minutes in September 2022, and the average for SVOD/AVOD services was 36 minutes per day.

“We took a big step forward last year when we started reporting audiences to streaming services,” said Justin Sampson, CEO of BARB. “Netflix’s commitment to BARB sends a clear signal that what we’re doing is valuable to new and established players in the market.”

Netflix has nearly 14 million subscribers in the U.K.

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