Netflix signs on with OzTAM in major streaming transparency shift

Netflix has joined Australia’s official TV ratings provider OzTAM in a landmark move to increase transparency around how Australians consume content on the platform.

The partnership sees Netflix become the first global streaming platform to have its audience independently measured and reported by OzTAM. It also represents a significant first step in aligning SVOD streaming data with free-to-air (FTA) broadcast TV and BVOD measurement through one standardised currency and common metrics, a significant step for the streamer in aligning with industry standards as viewing habits shift further toward digital and on-demand.

Heidi Monro, senior manager of advertising sales at Netflix ANZ, said the deal with OzTam takes its audience transparency to another level.

“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," Monro said. 

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

The deal comes as OzTAM ramps up its measurement capabilities through its VOZ Total TV system, now recognised as the official trading currency. Recent developments include the launch of VOZ Streaming, expanded use of Streaming TV Meters in Australian homes, and a proof-of-concept project tapping into big data to refine cross-platform audience insights.

OzTAM CEO Karen Halligan said the 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," Halligan said.

“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.”