OzTAM Adds Separate Measurement of Netflix Ad Tier

Australian audience measurement body OzTAM is working with Nielsen to bring census-level viewing data for Netflix' Ad Tier into its VOZ solution. This will give users a single, unified currency database setting the new data alongside that for broadcast TV and BVOD.

OzTAM is jointly owned by broadcaster groups Nine, Ten and Seven. VOZ, its 'Total TV' currency data, integrates broadcast viewing on television sets with granular BVOD viewing on connected devices for a fully national, de-duplicated, cross-screen view; and the organisation also delivers new data solutions such as Streamscape and programmatic trading option VOZ Streaming.

OzTAM's enhanced Q3 2026 Streamscape reporting, available today to subscribers via its interactive dashboard, is the first to separate Netflix Ad Tier and non-Ad Tier viewing on connected TVs, showing the contribution of the Ad Tier to Total Video viewing. Other devices (than CTV) are expected to follow at a later stage.

Netflix accounted for 19.7% of Total Streaming Share on connected TVs, just over a quarter of this (5.1%) coming from the Ad Tier - this compares with Prime Video'stotal share of 6.1% and Disney's 6.0%.

From February 1st next year a second stage will allow subscribers to analyse Netflix Ad Tier content-level viewing alongside existing VOZ Total TV data through accredited third-party software tools, using the same metrics and breakdowns by market, device and demographics available for current VOZ reporting. Existing VOZ currency data for broadcast TV and BVOD will continue to be released daily, with daily Netflix Ad Tier census-level viewing delivered monthly, for the preceding month.

Karen Halligan, CEO of OzTAM says the move is 'a significant step towards a more complete view of how Australians watch video.' She adds: 'The methodology underpinning this integration also lays the groundwork for other SVOD platforms to be represented individually in OzTAM's reporting in the future.'

Web site: www.oztam.com.au .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.