Following Netflix’s landmark decision to sign with BARB to measure audiences in support of its ad-supported streaming offering, the UK audience research organisation is moving ahead to extend it measurement metrics and reach out to other walled-garden streaming services, according to Matt Laycock, audiences director at BARB.
Speaking at Mediatel’s Future of TV Advertising Global event in London yesterday, Laycock said that BARB has already been working with walled garden services. The outfit is now measuring total identified viewing measuring reach across four screens. The biggest slice of viewing is still taken by broadcasters. The TV is still the dominant screen, he said.
To this, BARB is now able to add total AVOD and SVOD services, reaching 75% of the total audience in the UK, averaging 37 minutes daily compared with 162 minutes daily for linear TV from broadcasters,…
