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.
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.
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.
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.