The agreement will see Netflix become the first global streaming platform to have its audience independently measured and reported by OzTAM.

The deal also represents a first step in aligning subscription video-on-demand (SVOD) streaming data with free-to-air (FTA) broadcast TV and broadcast video-on-demand (BVOD) measurement through a single standardised currency and common metrics.

Viewing to SVOD platforms will initially be reported via Streamscape, OzTAM’s total video report.

Streamscape combines SVOD viewing, measured by streaming TV meters (STVM) across Australia’s people meter panel homes, with broadcast television and BVOD viewing.

OzTAM and Netflix also intend to progress to a second phase of the project, which will use OzTAM’s measurement assets and Netflix’s advertising tier census data to support VOZ Total TV currency data.

The agreement with OzTAM follows an arrangement in 2022 between Netflix and UK television measurement service Barb to become part of daily audience reporting.

OzTAM chief executive Karen Halligan said: “The Netflix partnership is a meaningful step towards unified, total video measurement.

“We look forward to delivering rich, accurate and actionable audience insights to the industry as we continue to build towards converged trading, no matter which screen content is consumed on, or who it is delivered by.

“We would like to extend an invitation to other streaming services in the Australian market to join this measurement initiative and be part of a collaborative and future-facing approach to audience measurement in Australia.” 

Heidi Monro, senior manager of advertising sales at Netflix ANZ, said: “Netflix has led the streaming entertainment industry on viewing transparency for a number of years now, including our top 10 weekly lists and engagement reports, but we think now is the time to go further in Australia.

“We’re pleased to be partnering with OzTAM to make a commitment to its trusted measurement of how people watch television in Australia.”