Netflix signs up to BARB

Netflix has signed up to audience measuring body, BARB.

From November, Netflix will report official viewing data for its content for the first time. Previously, Netflix released only snapshot viewing data with selective highlights.

The agency will report Netflix’s ratings in the same way it reports viewing for more than 300 other subscribing broadcast channels.

Netflix co-chief executive Reed Hastings said, “Back in 2019, at the RTS conference in Cambridge, I welcomed the idea of Netflix audiences being measured independently.

“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.”

Justin Sampson, chief executive of BARB, 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.”