Netflix signs up with TV ratings agency BARB for TV audience measurement in Britain

BARB will finally reveal to the public just how many shows are actually being watched and which titles are total flops.

Netflix has collaborated with BARB, British TV ratings agency Broadcasters Audience Research Board an organization in the U.K. that reports broadcast and streaming numbers. Starting in November, the organization will measure Netflix’s daily streaming numbers as well as report on its monthly reach and share of total identified viewing.

Last year, BARB introduced streaming numbers to its reporting in the U.K. Disney+ is already signed up. According to the announcement, “BARB is the first industry-owned audience currency in the world that Netflix has joined.”

Netflix going public with viewing data is significant and points to how much confidence the streamer has regarding the quality of its content.

BARB will reveal to the public just how many shows are actually being watched and which titles are total flops — at least in the U.K.

Reed Hastings, co-CEO of Netflix, said in a statement, “Back in 2019, at the RTS conference in Cambridge, I welcomed the idea of Netflix audiences being measured independently. We’ve kept in touch with BARB since then and are pleased to make a commitment to its trusted measurement of how people watch television in the UK.”