Netflix has signed up for Barb, the TV rating agency Barb. This means that Netflix’s audiences will be measured externally by an independent body, which is a first.
Barb is now the first industry-owned rating agency in the world to be joined by Netflix.
The streaming giant previously only published snapshots of its viewing statistics, which highlighted the popularity of its most popular shows.
Barb will report on Netflix’s viewing statistics starting in November.
This is a major move by the streamer and data will be used by competitors, journalists, and advertisers to determine the success or failure of Netflix properties.
Barb stands for Broadcasters’ Audience Research Board and compiles ratings and audience measurements in the UK.
The agency will report Netflix’s viewing statistics, in the same manner, it reports viewing on more than 300 subscribing broadcast stations.
This news comes as Netflix is reportedly preparing to launch an advertising-supported tier on its streaming platform.
Reed Hastings, the co-chief executive of the company, said that he welcomed the idea that Netflix audiences could be measured independently at the RTS conference held in Cambridge in 2019.
“We have kept in touch since then with Barb and are happy to make a commitment for its trusted measurement of the UK’s television viewing habits.”
Justin Sampson is the chief executive officer of Barb. He stated that Barb’s audience measurement constantly adapts to meet the needs of viewers who use new devices and platforms to view their favorite television shows.
“We made a significant step forward last year by reporting audiences to streaming platforms.
“Netflix’s commitment towards Barb is a clear signal to established and new players in the market that we value what we do.”
All Barb subscribers will have access to Netflix viewing data starting in the morning of November 2nd through existing analysis software and other systems.
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