comScore to measure Netflix, Amazon viewing
February 18, 2016
By Colin Mann
Fresh from its merger with Rentrak, cross-platform measurement specialist comScore has revealed that its planned Total Home Panel measurement platform will enable the measurement of over-the-top services such as Netflix and Amazon Prime with title level information.
Speaking on comScore’s Q4 2015 Results Earnings Call, Serge Matta, Executive Vice Chairman and President of comScore, said that with the Total Home Panel, comScore would be able to measure the full range of connected devices, including TVs, smartphones, tablets, game consoles, over-the-top devices and other connected devices.
“One of the most exciting developments to report is our ability to support the measurement of content consumption on TV,” he said, adding that the technology that it was rolling up to the panel would enable the measurement of over-the-top services like Netflix and Amazon Prime with title level information. The rollout of this technology is expected to be complete in Q3 of this year and will then be incorporated in our Cross Media insights,” he confirmed.
Advising that the Total Home Panel was in the recruitment phase and currently measuring approximately 4,000 active devices with 60,000 expected by the summer and over 300,000 devices by the end of 2016, Matta confirmed that the initial data has all the operators in the United States and was representative of the entire US population.