Netflix signs up to ratings body Barb

280 2 minutes read

For the first time, Netflix’s viewership will be tracked and analyzed by a third party independent organization now that the streaming service has signed on with TV ratings firm Barb.

As a result, Netflix is now the first major media company in the world to join Barb, the first industry-owned ratings service.

As of yet, the streaming behemoth has only provided snippets of its watching data, focusing on the success of its most popular shows.

The Netflix viewership numbers will be reported by Barb starting in November.

It’s a huge step for Netflix, as the information can now be mined by rivals, journalists, and advertisers for insights into the success or failure of Netflix’s many offerings.

In addition to Netflix, any streaming provider that accounts for more than 0.5% of total identified viewing will be included. As a result, you can anticipate seeing offerings from companies like Disney and Amazon.

Since November 2021, BARB has reported streaming viewing at both the service and programme level, but until now, Netflix’s data was only accessible to its underwriting organizations and those with a special permission.

The UK’s television ratings and audience measurement are compiled by the Broadcasters’ Audience Research Board (Barb).

The ratings for Netflix will be reported in the same format that the agency does for the more than 300 other broadcast channels that pay for its services.

Barb presently covers a wide range of television networks, from the more well-known BBC and ITV to the more niche Dave and E4.

According to reports, Netflix is getting ready to unveil an ad-supported tier for its video streaming service.

In 2019, at the RTS conference in Cambridge, co-CEO Reed Hastings remarked, “Back in 2019, I embraced the concept of Netflix viewership being assessed independently.

Since then, “we’ve been in touch with Barb and are happy to make a commitment to its trusted measurement of how people watch television in the UK.”

Chief Executive Officer of Barb, Justin Sampson, commented, “Our audience measurement continuously evolves to match the numerous platforms and devices that are being utilized by people to watch their favorite television series.”

When we began sharing viewership data with streaming services last year, we made great strides forward.

The fact that Netflix is investing in Barb shows that our work is appreciated by both up-and-coming and well-established businesses.

As of Tuesday, November 2nd, all Barb members will be able to use the service’s existing analysis software and other systems to access Netflix viewing data.

Barb’s ratings in the initial weeks of the streamer’s inclusion could be significantly impacted by the premiere of season five of the royal drama The Crown.

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