TLDR
OzTAM's September-quarter Streamscape report splits Netflix's ad tier from its ad-free viewing for the first time, putting it at 5.1% of streaming share on connected TVs, which OzTAM says is comparable with Prime Video and Disney in total. From February, Netflix ad-tier viewing joins broadcast TV and BVOD in OzTAM's VOZ data.
KEY TAKEAWAYS
The first split
Netflix's ad tier has its first viewing share in Australia's TV measurement system. The first data from OzTAM's deal with Netflix has flowed into VOZ, the ratings body's video measurement platform, and OzTAM's September-quarter Streamscape report now separates Netflix's ad tier from its ad-free plans on connected TVs. Other devices will follow later.[1]
Between July and September, Netflix took 19.7% of total streaming share on connected TVs. Its ad tier accounted for 5.1% and its ad-free plans for 14.6%. OzTAM said the ad tier alone was comparable with the entire viewing shares of Prime Video, at 6.1%, and Disney, at 6.0%.[1]
Streamscape measures total video viewing across broadcast TV, broadcasters' streaming services (BVOD), subscription streamers and social video, and is available to subscribers through an interactive dashboard.[1]
What changes in February
The second stage starts on 1 February. Media buyers will be able to analyse Netflix ad-tier viewing at the level of individual shows alongside VOZ Total TV data, through accredited third-party software, using the same breakdowns by market, device and demographic as current VOZ reporting.[1]
Broadcast TV and BVOD data will still be released daily. Netflix ad-tier census data will come monthly, with the first release in February 2027 covering January. OzTAM says it will run industry education through 2027.[1]
"Bringing this data into Australia's industry currency is a significant step towards a more complete view of how Australians watch video," OzTAM chief executive Karen Halligan said. "The methodology underpinning this integration also lays the groundwork for other SVOD platforms to be represented individually in OzTAM's reporting in the future."[1]
Why it matters beyond Netflix
For Seven, Nine, Ten and the ABC, the change puts Netflix's advertising audience in the same measurement framework as their own broadcast and BVOD audiences, which OzTAM says will give the industry "a more consistent and comparable understanding of audiences across platforms".[1] Prime Video and Disney are not yet reported individually by tier.
Netflix was the first global streaming platform to have its Australian audience independently measured by OzTAM, under a partnership that began with Streamscape reporting and planned a second phase combining OzTAM's panel with Netflix's ad-tier census data.[2] Netflix, YouTube and Disney are also working on a shared ad audience count from January.
SOURCES & CITATIONS
FREQUENTLY ASKED QUESTIONS
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James Dore is founder and editor of Prompt the Market and Strategy Director at Bushnote, a Sydney strategy, SEO and AI search agency. He has a background in strategy, media and financial services, and led consumer product marketing at MONEYME. He writes on AI search, answer engines, technology policy and media economics.
