Netflix has become the first global streaming platform to have its domestic audience independently measured and reported by Australian firm OzTAM.   

The move comes as Netflix, which started streaming in the country a decade ago, has stopped reporting global subscriber numbers. 

At last count, it had 301.6 million paid subscribers worldwide at the end of 2024. 

OzTAM is Australia’s official source of television audience measurement intelligence.

The firm measures broadcast free-to-air (FTA) viewing on TV sets in the five mainland metropolitan markets and broadcast video on demand (BVOD) viewing nationally.

With Netflix signing on with OzTAM, there will now be comparable data as to the viewing habits of consumers in the country on Netflix and other FTA broadcast TV and BVOD platforms. 

Netflix will have its audience measured and reported via Streamscape, OzTAM’s new total video report.

Streamscape combines subscription video-on-demand (SVOD) viewing, measured by Streaming TV Meters (STVM) across people’s homes, with broadcast TV and BVOD viewing.

The STVMs capture streamed viewing activity across all screens, including connected TVs, smartphones, tablets and computers. 

Netflix ANZ senior manager of advertising sales Heidi Monro said, “Netflix has led the streaming entertainment industry on viewing transparency for a number of years now, including our Top 10 Weekly lists and Engagement Reports, but we think now is the time to go further in Australia. We’re pleased to be partnering with OzTAM to make a commitment to its trusted measurement of how people watch television in Australia.”

A path to future collaboration

OzTAM says it is already planning a second phase of its collaboration with Netflix, which will leverage its measurement assets and Netflix’s ad tier census data to enhance its VOZ Total TV currency data. 

OzTAM launched its VOZ Streaming platform for programmatic BVOD trading last November and its new VOZ Total TV measurement system in late December.

Agencies can plan and report across FTA broadcast TV, BVOD, Netflix and additional streaming partners via a single, unified currency.

“We’re delighted to welcome Netflix to the OzTAM family,” said OzTAM chief executive officer Karen Halligan. “The Netflix partnership is a meaningful step towards unified Total Video measurement.” 

Halligan has called on other streaming services to join OzTAM to provide more comprehensive data on SVOD. It’s not clear if the likes of Paramount or Nine’s Stan will respond now that market leader Netflix has chosen to participate. 

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