As a result of its affiliation with the TV ratings company Barb, Netflix will now for the first time have its audiences evaluated by a third party, independent organisation.
With this change, Netflix has become the first industry-owned ratings service to join globally.
Previously, the dominant streaming service only disclosed glimpses of its viewership statistics, emphasising the popularity of its top programmes.
Barb will start releasing data on November’s Netflix viewing trends.
The data will be used by advertisers, rivals, and journalists to determine the success or failure of Netflix properties, which is a huge move for the streamer.
The Broadcasters’ Audience Research Board, or Barb, aggregates TV ratings and audience measurement in the UK.
The agency will disclose Netflix’s ratings in the same manner it reports viewing for more than 300 other subscribing broadcast channels.
The networks now covered by Barb include prominent services such as the BBC and ITV to smaller channels such as Dave and E4.
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Speaking the 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.”
Also the chief executive of Barb 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.”
All Barb subscribers will have access to Netflix watching information starting on the morning of November 2 using its current analytic software and other systems.
Barb’s ratings during the first few weeks of the streamer’s inclusion could be significantly impacted by the timing, which coincides with the premiere of season five of the royal drama The Crown.