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.
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.