NEWS9 February 2022

Kantar introduces video-streaming report

Latin America Media News Trends

BRAZIL – Kantar has launched a video-streaming report in Brazil that combines broadcast TV and video on demand (VoD) streaming service consumption in a single daily dashboard.  

Netflix on phone

The tool enables subscribers to get a full picture of the viewing landscape. Through a single dashboard, data will be published daily, reporting viewing across all broadcast TV and VoD platforms including Globoplay, Netflix and YouTube.

The new service is said to meet content owners and distributors’ needs for context and comparability across viewing formats. Subscribers can assess performance by a variety of measures including by platform, device (PC, tablet, smartphone, and smart TV) and time period.

Audiences can be defined by target demographic, using reach curves by day and hour, while existing metrics such as reach, overlap, time spent and share by platform will be boosted.

Brazil has been chosen for the launch of the new service because it is a vibrant market for video consumption, with 86% of consumers watching online video monthly, while nearly seven hours of content on TV sets is watched every day.

The service will be rolled out in additional markets in line with client demand and Kantar’s cross-platform measurement roadmap and technology deployment.

“Video is a burgeoning platform, bringing news, entertainment, advertising, commerce, learning and more to viewers in a fragmented, varied market,” commented Melissa Vogel, chief executive of Kantar IBOPE Media in Brazil.

“The launch of video-streaming report marks the latest advancement in our ambition to deliver a definitive picture of consumer behaviour. It’s the first step towards a cross-media audience measurement realisation in Brazil, grounded in people-based measurement to realise deduplicated reach and frequency across platforms and devices.”