Netflix joins UK ratings body BARB

Netflix has joined UK’s ratings body Broadcasters Audience Research Board (BARB) for audience measurement. This means that the streamer’s audience will be measured by an independent body. The body will start measuring the streamer’s data from November.
It is a major move for Netflix, as it will enable advertisers, and journalists to measure the success or failure of Netflix shows.
Until now, Netflix has only released snapshots of the viewing data, showing the success of its popular shows.
BARB will report the streamer’s ratings in the same fashion it measures viewing patterns of other broadcast channels, which include BBC and ITV and smaller channels like Dave and E4.
Justin Sampson, who is the 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."
The timing coincides with the launch of season five of The Crown, which has the chances of having a huge impact on BARB'S ratings during the streamer's first week.
It is a significant move as the streaming giant is set to launch an ad-supported platform soon.


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