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BARB begins Netflix viewing figures measurement

Barb’s gold-standard UK audience measurement for live and viewed-on-the-same-day-as-live (Vosdal) viewing, as well as consolidated viewing, channels will now include Netflix.

Netflix shows will also be eligible to feature in Barb’s weekly reporting of the top 50 most-watched shows in the UK, joining fellow subscription services Disney+ and Amazon Prime Video.

The first weekly report featuring Netflix will be released on 15th November, covering the week ending 6th November.

From the second week of November 2022, Barb will publicly report the monthly reach and share of viewing for broadcaster groups and subscription-video-on-demand (SVOD) services which account for more than 0.5% of total identified viewing.

The inclusion of Netflix in Barb’s audience measurement is the first time the company has opted into industry-owned measurement anywhere in the world.

Barb added streaming services to its audience reporting in November 2021.

Justin Sampson, chief executive at Barb, said: “As our viewing figures for Netflix become more public, it’s clear the leading SVOD service is a settled part of the television ecosystem.

“Our independent data will clarify how Netflix and other SVOD services compete with broadcasters, who continue to account for the lion’s share of viewing.” Research Live

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