Netflix has recently committed to providing more transparency when it comes to viewership data for creators. This shift in approach was explained by Netflix co-CEO Ted Sarandos during the earnings call on October 18. He cited the initial reason for withholding viewership data was a promise made to creators who felt restricted by traditional overnight ratings and weekend box office numbers.
For years, Netflix was known for keeping its viewership metrics private and even dismissed Nielsen’s ability to measure programming, but they have since partnered with Nielsen for certain measurement initiatives.
So, why the change in transparency now? Sarandos mentioned that streaming has become less exotic over the years, and a clear comparison between traditional ratings and streaming is emerging. As the world progresses toward readily available streaming data, Netflix seems to be aligning with this trend.
Sarandos made these remarks during Netflix’s third-quarter earnings interview, where they reported strong financial performance. Additionally, he expressed Netflix’s desire to resolve the ongoing actors’ strike and get back to work, indicating their commitment to ongoing negotiations with SAG-AFTRA but noting a recent obstacle regarding a per-subscriber levy.
In conclusion, Netflix’s decision to provide more data transparency aligns with the evolving media landscape and creators’ desires for a more comprehensive view of their content’s performance.