First published on http://variety.com/
Nielsen is promising to give content companies a glimpse into some viewing metrics of Netflix’s and Amazon’s subscription video-on-demand services. But its measurement of the SVOD universe will be far from comprehensive.
Starting next month, the research company plans to start monitoring usage of Netflix and Amazon Prime Instant Video among participants of its nationwide consumer panel, using audio-recognition technology to determine what they’re watching.
However, Nielsen initially will only let companies see SVOD viewing information for their own content — not the entire scope of what Netflix and Amazon subscribers are watching. That means there still won’t be an industry measure of, say, how many people have tuned in to Netflix’s “House of Cards” relative to other titles. Moreover, Nielsen — for now, or the foreseeable future — won’t be able to measure SVOD viewing on mobile devices, which is a pretty sizable blind spot.