Netflix agrees to Barb audience measurement

From 1st November 2022, Barb will report Netflix viewing every day at both a service and programme level to its clients, which is the same way Barb reports on broadcast channels.

From the second week of November, Barb will publicly report the monthly reach and share of viewing for broadcasters and subscription and advertising video-on-demand channels.

Weekly reporting of the top 50 shows across the UK will also be extended in November to include subscription video-on-demand (SVOD) services.

The deal means Barb is the first industry-owned audience currency worldwide that Netflix has joined, and comes after Barb added streaming services to its audience reporting in November 2021.

Justin Sampson, chief executive at Barb, said: “Our audience measurement continuously adapts to accommodate the new platforms and devices that are being used by people to watch their favourite television shows.

“Netflix’s commitment to Barb sends a clear signal that what we’re doing is valuable to new and established players in the market.”

Reed Hastings, co-chief executive at Netflix, said: “Back in 2019, I welcomed the idea of Netflix audiences being measured independently.

“We’ve kept in touch with Barb since then and are pleased to make a commitment to its trusted measurement of how people watch television in the UK.”