We will soon know the audiences of the major platforms present in France, such as Netflix, Amazon Prime Video, or Disney+. Médiamétrie, the company well known for measuring the audience of TV channels, will also produce data for streaming services from the second half of this year. Let’s take stock.
As the CEO of Médiamétrie, Yannick Carriou, explained during a press conference, this measure will be well implemented. Quoted by our colleagues from Echoeshe emphasizes as follows:
The market will collectively benefit from working on transparent, auditable measures, but also from working within a consensus of the different players.
In addition to these entertainment giants, it is also planned to integrate the Max platform from Warner Bros or even TikTok. As for Meta, the group that oversees Facebook and Instagram, it does not wish to join this project.
Important figures for the advertising market
According to the economic newspaper, Médiamétrie could evaluate the audience of certain streaming programs on a weekly basis. Data that was previously kept secret. Moreover, these services have gotten into the habit of communicating by giving figures that suit them. This information is an integral part of communication campaigns around a program.
We don’t have to look far for the reasons for this sudden transparency from the streaming giants about their audience. In fact, they are relying more and more on their subscription formulas with advertising. We know that advertisers need these reliable figures on the audience and its specificities to decide to take action.
“The major challenge for advertisers is to be able to monitor and manage the allocation of the resources they devote to advertising”comments in this regard Julien Rosanvallon, deputy general director of Médiamétrie.
Quoted by Ozap.comYannick Carriou would like to warn: “The first results may not be perfect. Everyone dreams of having extremely detailed and complete measurement, like that of television, but the variety of technological tools and distribution contexts do not make this dream immediately achievable. However, we are able to launch the committee, and make calculations which will serve as a basis for future improvements”.
Médiamétrie has been cherishing this hope of extending its audience figures to these new players for a long time now, and this aspiration is now on the verge of becoming a reality.
By: Opera
