Netflix agrees to Kantar audience measurement in Brazil

The agreement will see Netflix join the platform in January 2023 and will have access to a cross-platform view of its performance alongside linear and on-demand networks and platforms.

Netflix last month agreed to sign up to UK television audience measurement body Barb’s audience ratings, in what was the first time the company has opted into industry-owned measurement anywhere in the world.

The Kantar deal is the first time Netflix has signed up to an audience measurement data service in Latin America.

Antonio Wanderley, chief executive officer of Latin America, Spain, Asia-Pacific and Africa, media division at Kantar, said: “It has never been more important for media companies to seek a single view of their audience in order to unlock sustained growth.

“Netflix’s decision to join our service further strengthens our industry-accepted audience measurement.”

Pablo Perez De Rosso, vice-president, strategy, planning and analysis at Netflix, said: “As viewing habits change, we’re supportive of Kantar’s efforts to deliver cross-platform measurement that improves our understanding of audience behaviours, and we’re excited about the opportunity to grow our share and entertain more members with must-watch shows and films.”