Netflix has signed up to Kantar’s audience measurement data service in Brazil. The subscription gives the streaming service access to a cross-platform view of its performance alongside other linear and on-demand networks and services.
Kantar says the move is the latest development in its efforts to measure and report on viewing on all platforms, as well as to deliver a single, people-based measurement of media consumption, performance and value.
In October 2022, Netflix signed up to BARB for audience measurement in the UK. BARB’s daily reporting includes aggregate-level viewing to SVOD/AVOD and video-sharing platforms, as well as content ratings for shows on the leading SVOD services. This major innovation has been underpinned by technology developed by Kantar.
Antonio Wanderley, CEO of Latin America, Spain, APAC & Africa, Media Division at Kantar, says: “It has never been more important for media companies to seek a single view of their audience in order to unlock sustained growth. Netflix’s decision to join our service further strengthens our industry-accepted audience measurement.”
Pablo Perez De Rosso, Netflix Vice President, Strategy, Planning & Analysis, comments: “As viewing habits change, we’re supportive of Kantar’s efforts to deliver cross-platform measurement that improves our understanding of audience behaviours, and we’re excited about the opportunity to grow our share and entertain more members with must-watch shows and films.”
