Big Change Comes to Streaming Data Collection
By Movieguide® Contributor
A new way to collect streaming data has been given the green light. The Media Rating Council gave Nielsen the go-ahead to utilize first-party streaming data. This will be reflected in the website’s TV ratings panel.
The Hollywood Reporter noted that the current sample size “is exceedingly small at the moment: The only Nielsen client using the new measurement so far is Amazon, and then only for Prime Video’s THURSDAY NIGHT FOOTBALL telecasts.”
READ MORE: WHY THIS UPDATE WILL MAKE NIELSEN DATA EVEN MORE ACCURATE
Nielsen is talking with other streamers to encourage them to use the “panel plus big data” measurement with their companies in the future, specifically for live events.
However, the group clarified “what [the change] won’t do…is show supplemental same-day viewing for most regular programming — an episode of, say, CHICAGO FIRE doesn’t stream on Peacock concurrently with its NBC broadcast the way that SUNDAY NIGHT FOOTBALL does.”
Nielsen CEO Karthik Rao said of the change, “We’re thrilled and humbled to earn first-party approval from the MRC. It’s a great affirmation of Nielsen’s ability to innovate at the speed of the market, while doing so in a safe and verified way. With time-tested methodologies like our accredited persons panel and precise new solutions for the streaming era, we believe Nielsen is right where the industry needs us to be — at the convergence of all the ways people watch content. This will give the industry a true view of linear and streaming viewing like never before.”
However, some streamers are joining forces with other data companies such as VideoAmp, Comscore and iSpot, which may cause Nielsen to lose some business. Variety reported, “Paramount in September said it was no longer using Nielsen data after coming to an impasse with the company on pricing for a contract renewal. CBS is now relying on VideoAmp for audience data.”
READ MORE: WHY STREAMING IS A TERRIBLE BUSINESS AND WHAT COULD MAKE IT BETTER
