1 min readIn a streaming first, a new partnership will see OzTAM independently measuring and reporting Netflix’s audience data in Australia. The notoriously opaque streamer is seemingly committed to transparency, and will be the first global streaming platform to share their data with an external audience measurement ecosystem.
OzTAM is Australia’s official source for audience measurement for both traditional television, and online-delivered content. Its data is used across the Australian media industry to understand viewer behaviour, plan content, and maximise audience engagement and targeting for advertisers. Stats include aspects such as audience demographics, viewing time and duration, and screen type.
It is likely this partnership is connected to the imminent launch of Netflix’s Ad Suite. It was announced at Netflix’s Upfront event that the self-managed advertising platform will land in 15 countries before the end of June. While Australia hasn’t been confirmed on that list, the timing does line up so it is only a matter of time.
Connecting with OzTAM will allow advertisers to assess Netflix alongside broadcast TV, online broadcasters, and free-to-air through a single platform. Although only Netflix has signed up for now, OzTAM Ceo Karen Halligan isn’t ruling out engaging other streamers with the platform.
“We would like to extend an invitation to other streaming services in the Australian market to join this measurement initiative, and be a part of a collaborative and future-facing approach to audience measurement in Australia.”
