Brazil: Netflix signs up to Kantar
December 13, 2022
Kantar has announced that Netflix has signed-up as a subscriber to the audience measurement data service in Brazil. From January 2023, Netflix will have access to a cross-platform view of its performance alongside linear and on-demand networks and platforms.“It has never been more important for media companies to seek a single view of their audience in order to unlock sustained growth.” says Antonio Wanderley, CEO of Latin America, Spain, APAC & Africa, Media Division at Kantar. “Netflix’s decision to join our service further strengthens our industry-accepted audience measurement.” “As viewing habits change, we’re supportive of Kantar’s efforts to deliver cross-platform measurement that improves our understanding of audience behaviours, and we’re excited about the opportunity to grow our share and entertain more members with must-watch shows and films,” said Pablo Perez De Rosso, Netflix Vice President, Strategy, Planning & Analysis. This announcement is the latest development in Kantar’s commitment to measure and report all viewing on all platforms, delivering a single, people-based measure of media consumption, performance, and value.