Netflix has joined the TV ratings agency Barb, which means that for the first time in its history, its viewing figures and audiences will be measured by an external, independent body, glamsquad reports.
Previously, Netflix only released snapshots of its viewing data, highlighting the success of its most popular shows, but Barb will be the world’s first industry-owned ratings service that Netflix has joined.
Barb claims that it will start reporting Netflix viewing figures in November.
Viewing data will be used by advertisers, competitors, and journalists to determine the success or failure of Netflix films and shows.
Barb, which stands for Broadcasters’ Audience Research Board, compiles audience measurement and TV ratings in the United Kingdom and says it will report Netflix’s ratings in the same way it reports viewing for over 300 other subscribing broadcast channels.
Barb currently covers networks ranging from mainstream services like the BBC and ITV to smaller channels like Dave and E4.
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The announcement comes as Netflix reportedly plans to launch an ad-supported tier for its streaming service.
“Back in 2019, at the RTS conference in Cambridge, I welcomed the idea of Netflix audiences being measured independently,” said Reed Hastings, co-CEO of Barbs.
“We’ve kept in touch with Barb since then and are delighted to commit to its trusted measurement of how people in the UK watch television.”
“Our audience measurement constantly adapts to accommodate the new platforms and devices that people are using to watch their favorite television shows,” said Justin Sampson, CEO of Barb.
“We took a significant step forward last year when we began reporting audience data to streaming services.”
“Netflix’s commitment to Barb sends a strong signal that what we’re doing is valuable to both new and established market players.”