Barb is now able to measure the reach and total time spent viewing SVOD services such as Amazon Prime Video, Disney+ and Netflix, as well as video-sharing platforms like TikTok, Twitch and YouTube, through data collected from router meters installed in BARB panel homes.

In addition, Barb can also now report the audiences to programmes viewed on TV sets on the most-watched SVOD services in Barb panel homes (Amazon Prime Video, Disney+ and Netflix), whether they are Barb subscribers or not, using Kantar’s SVOD programme measurement system.

Barb has revealed the most-watched programmes across all broadcast channels and streaming services in October 2021. This shows that Netflix’s Squid Game ranked in tenth place with 5.774m viewers, after BBC 1’s Strictly Come Dancing ( 10.435m), Channel 4’s The Great British Bake Off ( 8.889m) and ITV’s The Larkins ( 6.580m) in the top three spots respectively.

A further three Netflix shows and one Disney+ title, Black Widow, placed in the top 100 most-watched programmes in October. Amazon Prime Video’s highest-ranked entry didn’t make it into the top 100 for this calendar month.

Barb chief executive Justin Sampson said: “Understanding people is at the heart of Barb’s remit and it’s been clear for some time that streaming services have started to attract viewers who have traditionally relied solely on linear channels for their viewing entertainment.

“It’s great news for the television and advertising industry that we’re upgrading our always-on measurement service to include SVOD and video-sharing platforms. For the first time there is audience measurement for these services that bears all the hallmarks of a joint-industry currency: independence, objectivity and transparency.”