The big national TV measurement panels are still seen by many as the ‘gold standard’ for TV measurement, though this title has come into question as TV viewing has fragmented across screens.
And as the global subscription video on-demand (SVOD) services have grown, for years they have been a noticeable blind spot for measurement panels.
This has changed in recent years, as many of the major measurement panels have rolled out new products to incorporate SVOD viewing. But traditional panel technology doesn’t capture streaming services, whose content is typically delivered via an internet connection, and watched on a variety of devices.
As such, we’ve seen a number of approaches taken to measuring SVOD services.