Netflix has signed up to BARB for measurement of its programming – ready for the launch of its lower-priced advertising tier in the UK. From November 1st, BARB will report Netflix viewing every day at both a service and a programme level to its clients. This will be in the same way it reports viewing for over 300 other subscribing broadcast channels, BVOD, AVOD and SVOD services. Netflix viewing data will be available to all BARB clients on the morning of November 2nd through existing viewing analysis software and data-processing bureaux.
BARB is the first industry-owned audience currency in the world that Netflix has joined. BARB considers itself to be the definitive, trusted measurement of what people across the UK are watching.
Since November 2021, streaming services have been an integral part of BARB’s gold-standard reporting for linear and on-demand services. Its 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.
From the second week of November 2022, BARB will publicly report the monthly reach and share of viewing for broadcaster groups and SVOD/AVOD services which account for more than 0.5% of total identified viewing. Also from November, BARB will extend its weekly reporting of the top 50 shows to include programmes across all linear channels and SVOD service providers. “This will reinforce BARB’s rankings as the most comprehensive and representative record of the most-watched shows in the UK,” the company says.
BARB observes that broadcasters continue to account for the lion’s share of viewing in the UK. “Across 2022, broadcasters’ linear channels and on-demand services have accounted for around 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.”
