Unprecedented decision in Latin America for the streaming giant and will contribute to a multiplatform view of its performance in the TV environment
For the first time in Latin America, Kantar MediaMedia announces that Netflix becomes the company’s customer for audience measurement data in Brazil.
As of January 2023, Netflix will have access to a cross-platform view of its performance, in conjunction with linear TV broadcasters and video-on-demand platforms.
It has never been more important for media companies to have access to a single view of the audience to maximize sustained growth, says Antonio Wanderley, CEO of Kantar’s media division in Latin America, Spain and Africa. Netflix’s decision to join our service further strengthens our industry-accepted audience measurement, adds the executive.
As viewing habits change, we support Kantar’s efforts to provide cross-platform audience measurements that improve our understanding of audience behaviors. We are excited about the opportunity to increase our share and entertain more subscribers with unmissable shows and films, reinforces executive Pablo Perez De Rosso, vice president of strategy, planning and analysis at streaming operator Netflix.
The announcement consolidates Kantar Ibope Media’s recent decision to measure and report video consumption on all platforms, offering a unique audience measurement based on people on media consumption, performance and investment. We offer comprehensive and accurate information on media consumption, performance and investment, providing customers in Latin America with data for better decision-making, he concludes.
(Credit: Giordano Rossoni on Unsplash)
