Netflix strikes OzTAM deal to bring streaming audiences into TV measurement

Netflix has struck a multi-year agreement with OzTAM to bring viewing data from its advertising-supported tier into Australia's television measurement system, giving advertisers greater visibility into audiences on the streaming platform.

The deal, developed in collaboration with Nielsen, will integrate Netflix Ad Tier viewing into VOZ, allowing media buyers and advertisers to analyse Netflix audiences alongside broadcast television and BVOD using comparable audience metrics.

The integration will roll out in stages, with the first Netflix viewing figures already appearing in OzTAM's Q3 2026 Streamscape report, released today.

The data shows Netflix accounted for 19.7% of total streaming viewing on connected TVs between July and September 2026. Its advertising tier represented 5.1%, while subscription viewing without advertising accounted for the remaining 14.6%. Netflix's advertising-tier viewing share was approaching that of Prime Video at 6.1% and Disney at 6.0%, although those figures represent total viewing across the respective platforms rather than their advertising tiers alone.

From 1 February 2027, Netflix Ad Tier viewing at the content level will be available alongside existing VOZ television data through accredited third-party software tools. Advertisers will be able to examine viewing by demographics, market and device, using the same measurement framework currently available for broadcast and BVOD.

Unlike the daily reporting already provided for broadcast TV and BVOD, Netflix's daily viewing figures will be released monthly, covering the preceding month. The first release in February will cover January 2027.

OzTAM CEO Karen Halligan said the agreement would give advertisers a more consistent understanding of audiences across television and streaming.

“By bringing Netflix Ad Tier viewing into the same measurement framework as broadcast TV and BVOD, we're giving the industry a more consistent and comparable understanding of audiences across platforms, supporting better-informed planning and investment decisions,” Halligan said.

The agreement comes as Australia's streaming platforms push for greater recognition within the television advertising market.

Netflix is also a member of the Video Futures Collective (VFC), which has partnered with global measurement company AudienceProject to develop what the group describes as Australia's first independent cross-media audience measurement solution.

That system is also expected to launch in early 2027, adding another measurement initiative as streaming services seek to demonstrate their audiences and advertising value alongside traditional television.

While the OzTAM agreement will bring Netflix's advertising-tier viewing into the established VOZ currency, the VFC initiative is pursuing a broader cross-media measurement approach.

OzTAM said the methodology developed for Netflix could also allow other subscription streaming platforms to be reported individually in the future.