Netflix to lift veil around local ratings

So far, Netflix is the only global streaming platform to commit to having its audience independently measured and reported by OzTAM.

Alycia Debnam-Carey as a wellness influencer in the Netflix series Apple Cider Vinegar, based partly on the story of Jess Ainscough. Picture: Netflix

The world’s most popular streaming service, Netflix, has signed up to Australia’s central audience measurement provider, OzTAM, in a move that partially will lift the ratings veil that has kept the platform’s viewing numbers a closely guarded secret.

Netflix will formally announce the partnership on Monday.

The company claims its tie-up with OzTAM is the first step towards aligning streaming data in Australia with free-to-air broadcast TV measurement via one common metric.

“The Netflix partnership is a meaningful step towards unified, total video measurement,” OzTAM chief executive Karen Halligan said. “We look forward to delivering rich, accurate and actionable audience insights to the industry as we continue to build towards converged trading, no matter which screen content is con­sumed on or who it is delivered by.”

So far Netflix is the only global streaming platform to commit to having its audience independently measured and reported by OzTAM.

But the initial deal will compare Netflix’s streaming numbers only to those of other local subscription video on demand ser­vices that have signed up with OzTAM.

Like-for-like numbers – comparing Netflix shows with free-to-air programs on Australian TV – is not yet be available but OzTAM is pushing for integrated data across streaming and linear platforms. However, there are doubts within some corners of the industry about the depth of the Netflix-OzTAM partnership and whether it will provide not only viewing share of voice and program rankings but also the meaningful data clients and agencies require to fully understand and measure the effectiveness of their campaigns on streaming platforms.

OzTAM has been in active discussions with several global streaming platforms during the past six months in a bid to secure their participation in the local ratings market.

“We would like to extend an invitation to other streaming services in the Australian market to join this measurement initiative and be part of a collaborative and future-facing approach to audience measurement in Australia,” Ms Halligan said in a statement.

Trent Dalton’s book Boy Swallows Universe was adapted into an eight-part limited series on Netflix starring Travis Fimmel as Lyle Orlik. Picture: X/Netflix

Viewing numbers on Netflix are already integrated with local audience measurement systems in several international markets, including the US, Britain, France and Germany.

Last year Foxtel Media announced the foundation of a new media industry think tank, the Video Futures Collective, which was intended as a platform for discussion and co-operation on streaming video topics, such as tracking how digital video was driving business results.

VFC members include Amazon Prime, Disney Advertising, Foxtel Media, Samsung Ads, SBS, Vevo and YouTube. Foxtel also built its own measurement system, powered by market research company Kantar.

“We’re committed to our partnership with Kantar and look forward to unlocking the next phase in our journey which will see our streaming data on Kayo Sports, Binge, Foxtel Go and Foxtel Now accurately and meaningfully captured alongside our linear data,” a Foxtel Media spokesperson said on the weekend.

Netflix has more than 300 million paid memberships in more than 190 countries. The streaming giant launched in Australia more than 10 years ago and it’s estimated the platform has more than six million subscribers nationwide. According to a recent study by analytics firm Ampere Analysis, 77 per cent of Australian households have a Netflix subscription.

The next highest streaming market penetration is 40 per cent for Disney+, 33 per cent for Amazon Prime Video and 26 per cent for Nine-owned Stan.