Netflix joins ratings body Barb

Historically, Netflix has only occasionally released viewing data to highlight the success of certain shows.

Netflix has signed up with the Barb television ratings agency, which means its viewership will be measured by a third-party, independent body for the first time.

The move makes Barb the first industry-owned ratings service in the world to be joined by Netflix.

Previously, the streaming giant had only released snapshots of its viewing data, highlighting the success of its most popular shows.

Barb will start reporting Netflix viewing figures starting in November.

It’s a significant move for the streamer, and the data will be used by advertisers, competitors and journalists to determine the success or failure of Netflix properties.

Barb, which stands for Broadcasters’ Audience Research Board, collects audience measurements and TV ratings in the UK.

The agency will report Netflix ratings the same way it reports viewing for more than 300 other subscription streaming channels.

Networks currently covered by Barb include major services like the BBC and ITV to smaller channels like Dave and E4.

The news comes as Netflix is ​​reportedly preparing to launch an ad-supported level for its streaming platform.

Its co-chief executive, Reed Hastings, said: “In 2019 at the RTS conference in Cambridge, I welcomed the idea of ​​Netflix audiences being measured independently.

“We have kept in touch with Barb ever since and are pleased to commit to her reliable measurement of how people watch TV in the UK.”

Promotional still from Netflix's Sex Education

Hit Netflix shows like Sex Education (pictured) and The Crown could be included in the rankings

Justin Sampson, CEO of Barb, said: “Our audience measurement continually adapts to accommodate the new platforms and devices people are using to watch their favorite TV shows.

“We took a big step forward last year when we started reporting viewership to streaming services.

“Netflix’s commitment to Barb sends a clear signal that what we’re doing is valuable to new and established players in the market.”

Netflix viewing data will be available to all Barb subscribers beginning the morning of November 2 through its existing analytics software and other systems.

The timing coincides with the launch of the fifth season of royal drama The Crown, which could have a significant impact on Barb’s ratings during the first few weeks of the streamer’s listing.

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