Unlocking audiences for Netflix

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Kantar Media’s cross-platform measurement helps Netflix improve its understanding of audience behaviours.

Challenge

After launching its ad-supported (AVOD) offering, Netflix needed a consolidated, independent view of its audience’s viewing behaviour so it could drive revenue growth.  

Approach

In 2022, Netflix chose to implement Kantar’s audience measurement data service in Brazil, the first time the company had used audience measurement in Latin America.  

Insight

Since January 2023, Netflix has been able to access a cross-platform view of its performance alongside linear and on-demand networks and platforms, including broadcast, pay-TV and streaming services. It receives detailed viewing data for its audiences, founded on the consistent precision and privacy built into everything we do at Kantar Media. 

Impact

By providing a transparent view into its audience, Netflix is giving advertisers the insights they need to be confident about investing their media budgets with the company, helping it grow and scale its advertising business. 

Pablo Perez De Rosso, Vice President, Strategy Planning and Analysis, Netflix:“As viewing habits change, we are supportive of Kantar Media’s efforts to deliver cross-platform measurement that improves our understanding of audience behaviour, and we are excited about the opportunity to grow our share.”
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