Spanish Netflix Deal for Kantar Media

Kantar Media is to provide Netflix with a cross-platform view of its performance in Spain, according to reports. The data will allow the streaming service to compare its audience with those for linear and on-demand networks and platforms.

Quoted on www.nexttv.com , Kantar Media CEO of Spain, Latin America, APAC and Africa Antonio Wanderley (pictured) said 'Each subscriber to our services finds unique value aligned with their business strategy. Netflix's decision to join our service provides them with a single view of their audience and reflects the strength of our audience measurement solutions to unlock value for media and entertainment brands'.

Kantar launched a Video Streaming Report service in Brazil, two years ago, giving subscribers access to daily viewing data across all broadcast TV and video on demand (VOD) platforms including Globoplay, Netflix and YouTube. Originally spurning measurement services, Netflix has looked for partnerships since the introduction of its ad-supported model in the autumn of 2022 - including signing up along Disney with BARB, the UK's audience measurement body; and Nielsen via its Digital Ad Ratings (DAR) product in the US, and later also in Mexico and Poland. In October last year Netflix co-CEO Greg Peters said the company had made ad measurement a top priority, and would be adding partnerships in more countries.

Web site: www.kantarmedia.com .