OzTAM will begin measuring how many viewers watch Netflix shows after securing an agreement with the streaming giant.
The move comes amid increased demand for Netflix’s ad tier among Australian viewers.
This will enable the industry to plan and report across broadcast TV, BVOD and Netflix Ad Tier in a single, unified currency database within the existing industry ecosystem.
Streamscape Q3 2026 data shows that Netflix accounted for 19.7 per cent of total streaming share on connected TVs.
Netflix’s Ad Tier accounted for 5.1 per cent, while non-Ad Tier contributed the remaining 14.6 per cent.
This means that Netflix’s Ad Tier share alone was comparable with the total viewing shares of Prime Video (6.1 per cent) and Disney (6.0 per cent).
Netflix’s move into VOZ is significant and Australia is understood to be one of the first markets in which Netflix is sharing its data beyond its ecosystem.
Nonetheless, don’t expect to see Netflix programming on OzTAM’s overnight ratings data.
Existing VOZ currency data for broadcast TV and BVOD will continue to be released daily, with daily Netflix Ad Tier census-level viewing delivered monthly, for the preceding month. The first release, in February 2027, will cover January 2027 viewing.
“Bringing this data into Australia’s industry currency is a significant step towards a more complete view of how Australians watch video. We’re proud to be working so closely with Netflix on this innovation, bringing more granular insights into streaming audiences,” said Karen Halligan, CEO of OzTAM.
“Independent, people-based audience measurement provides an objective view of actual viewing behaviour. 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 that Netflix’s integration into VOZ will lay the groundwork for other global streaming platforms to join in the future.
OzTAM said it will provide industry education and support throughout 2027 to help data subscribers understand and incorporate the new data into planning and analysis.
