BARB ‘once in a generation’ extension of measurement to SVOD and video-sharing content

UK TV audience measurement outfit BARB has unveiled what it describes as a “once-in-a-generation upgrade” in its audience reporting with the introduction of subscription video-on-demand and video-sharing platform measurement. 

BARB said it is now able to measure the reach and total time spent viewing SVOD services such as Amazon Prime Video, Disney+ and Netflix, and video-sharing platforms including TikTok, Twitch and YouTube.

The measurement capability does not depend on whether services have chosen to subscribe to BARB, but relies on data collected from router meters installed in BARB panel homes.

Justin Sampson

BARB said it can also now report the audiences to programmes viewed on TV sets on the most-watched SVOD services in BARB panel homes – Amazon Prime Video, Disney+ and Netflix – whether they are BARB subscribers or not, using an SVOD programme measurement system from Kantar.

Following the upgrade, BARB has updated its definition of total television viewing to ‘Total identified viewing’ with three constituent parts: total broadcast viewing of linear and BVOD services across TV, tablets, PCs and smartphones; total SVOD/AVOD viewing through home WiFi networks, measuring 16 leading VOD services; and total video-sharing viewing, measuring the likes of TikTok, Twitch and YouTube viewing across home WiFi networks.

In October, total identified viewing by everyone aged four and over was 231 minutes per day, of which 156 minutes, or 68%, was total broadcaster viewing; 35 minutes was total SVOD/AVOD viewing, and 40 minutes was total video-sharing viewing.

Promoting its new capability, BARB unveiled rankings of the most-watched programmes across all broadcast channels and streaming services in October that showed Netflix’s Squid Game raking in 10th place with 5.774 million viewers. However, the top three shows remained broadcast favourites BBC 1’s Strictly Come Dancing with 10.435 million, Channel 4’s The Great British Bake Off with 8.889 million and ITV’s The Larkins with 6.58 million.

A further three Netflix shows and one Disney+ title, Black Widow, ranked in the top 100 most-watched programmes in October. However Amazon Prime Video’s highest-ranked entry failed to make the top 100.

“Understanding people is at the heart of BARB’s remit and it’s been clear for some time that streaming services have started to attract viewers who have traditionally relied solely on linear channels for their viewing entertainment,” said Justin Sampson, BARB’s CEO.

“It’s great news for the television and advertising industry that we’re upgrading our always-on measurement service to include SVOD and video-sharing platforms. For the first time there is audience measurement for these services that bears all the hallmarks of a joint-industry currency: independence, objectivity and transparency.”