Netflix Expands Media Measurement Pact With Nielsen

Netflix and Nielsen Jan. 18 announced an expansion of their media measurement relationship, which includes a multiyear agreement to provide linear and streaming audience data across the U.S., Mexico and Poland. In the U.S., Netflix will subscribe to Nielsen’s National TV measurement data and Streaming Platform Ratings. In Mexico and Poland, Netflix will subscribe to cross-platform audience insights, which are derived from streaming panels in each respective market.

Nielsen, a longtime television ratings benchmark, has expanded operations into streaming media to capture household viewing habits across Prime Video, Disney+, HBO Max, Hulu, Netflix and Apple TV+ platforms. With insights from across Nielsen’s measurement services, Netflix is increasing its data analysis of cross-media consumption.

“As we move closer to providing comparable and deduplicated metrics across screens and platforms, this agreement with Netflix is another great example of why [we are] well positioned to lead the audience measurement movement now and in the future,” Kim Gilberti, SVP of product management at Nielsen, said in a statement.

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Pablo Perez De Rosso, VP of strategy, planning and analysis at Netflix, said the ongoing linear shift in entertainment continues to be from legacy TV broadcast to streaming, and Nielsen’s analysis offers weekly and daily insight into where viewers spend their time, including how their consumption patterns are changing.

“This information is essential for [us and] the industry,” De Rosso said.

Indeed, since Nielsen began reporting Top 10 weekly streaming content viewership for original and licensed TV shows and movies, Netflix programming has consistently dominated — including 70% of its most-recent chart.

Attest: SVOD Viewership Up in Q3, Led by Netflix

Handwringing over the market saturation of subscription streaming video services appears to be overblown. New data finds that almost all of the major SVOD platforms saw viewership gains in the third quarter (ended Sept. 30), led by Netflix with about 70% market share, according to new data from research firm Attest.

YouTube TV made the biggest gains of all the TV streaming services upping weekly U.S. users by six percentage points to 23%. This is likely to grow further following the launch of a new mix-and-match offering that means users don’t have to pay $64.99 a month for the YouTube TV Base Plan.

HBO Max saw a 4.8 percentage point uplift to 32.6%, assisted by the popularity of its “Game of Thrones” prequel, “House of the Dragon,” which was the streamer’s most-watched show of the quarter. Amazon Prime Video grew 4.4 percentage points to 47.3%, joining Hulu in second place (47.2%).

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Meanwhile, the growth that Disney+ saw in Q2 stalled in Q3. Netflix remained static but still towers above the competition for viewership.

Viewing time for subscription TV trended slightly up, with Americans most likely to say they watch between 1-2 hours per day (30.9%). Viewing time is also on the up for free on-demand TV, although a lesser 22.5% of people watch it for one to two hours per day (and 34.4% don’t watch it at all).

Meanwhile, pay-TV saw a 4.4 percentage point increase in regular viewers, with 77.7% of Americans saying they watch at least some live TV each day. This is most likely to be between one to two hours.