For the first time, Netflix’s audience will now be measured by an independent rating agency as Netflix signs up with BARB. The agency will begin reporting Netflix’s viewing figures in November. Reed Hastings, co-CEO of Netflix, said in a statement, “Back in 2019, at the RTS conference in Cambridge, I welcomed the idea of Netflix audiences being measured independently. We’ve kept in touch with BARB since then and are pleased to commit to its trusted measurement of how people watch television in the UK.”
Netflix signs up with BARB to Measure Daily Streaming Audience
BARB will measure Netflix’s daily streaming numbers as well as report on its monthly reach and share of total identified viewing. The development came after the streamer was constantly criticized for not publicly publishing viewership metrics for all its shows, especially ones that may not be doing well. Netflix said in a statement; “BARB is the first industry-owned audience currency in the world that Netflix has joined.”
Justin Sampson, chief executive of BARB, said; “Our audience measurement continuously adapts to accommodate the new platforms and devices that are being used by people to watch their favorite television shows. We took a big step forward last year when we started reporting audiences to streaming services. Netflix’s commitment to BARB sends a clear signal that what we’re doing is valuable to new and established players in the market.”
Data from BARB
Here is an example of how the data published by BARB will look like:
While Netflix viewing figures will still be restricted to a degree, in a way that only BARB clients and outlets with a special £20,000 license can access them, they will be able to be published in the same way that broadcast ratings are. However, some information will also remain publicly available every month.