Netflix to have UK viewer numbers measured externally for the first time
Netflix has signed up to the TV ratings agency Barb, meaning viewer numbers will be measured externally and independently for the first time.
Audience figures will be reported by the organisation – also known as the Broadcasters’ Audience Research Board, which compiles TV ratings in the UK – from November.
The timing coincides with the launch of season five of royal drama The Crown, which could make an impact in Barb’s ratings during the first weeks.
Netflix has previously released its own viewing data, choosing to highlight the success of its biggest and most popular shows, such as Stranger Things and Squid Game. The significant move makes Barb the first industry-owned ratings service in the world that the streaming platform has joined.
Netflix’s ratings will be reported in the same way as Barb’s reports on viewing for more than 300 other subscribing broadcast channels, from mainstream services such as the BBC and ITV to smaller channels such as Dave.
It comes as Netflix reportedly gets ready to launch an ad-supported tier for its streaming platform.
“Back in 2019, at the RTS conference in Cambridge, I welcomed the idea of Netflix audiences being measured independently,” said co-chief executive Reed Hastings.
“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.”
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Barb chief executive Justin Sampson 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.
“We took a big step forward last year when we started reporting audiences to streaming services.
“Netflix’s commitment to Barb sends a clear signal that what we’re doing is valuable to new and established players in the market.”