Rich Greenfield, media analyst at LightShed Partners, said Netflix is signaling its endorsement of The Gauge because the new metric shows the platform, along with YouTube, is the leader in streaming.
“It also shows that 6% of the time is spent on Netflix, and where is it going to be in 10 years? Mr. Greenfield added. “It shows how much of a long term lead there is over the next decade.”
“And where are all the others?” He continued, referring to the other major streaming services. “There’s all this conversation about streaming wars, but it’s not the streaming wars if only a few companies dominate – and Netflix is one of them. “
To stay relevant, Nielsen must move to the measurement of streaming after decades as the gold standard for traditional TV ratings.
David Kenny, CEO of Nielsen and former chairman of Akamai, a cloud computing company, has known Mr. Hastings for more than a decade. The two discussed Nielsen’s desire to step up efforts to measure streaming and traditional TV simultaneously.
When asked if Mr. Hastings had encouraged Mr. Kenny to release the new statistics, he replied, “Yes, cocktail level. No, financially.
For Nielsen, The Gauge is an attempt to give a clearer picture of how American viewing habits have changed, one that better captures how people come and go between, say, CNN and “Bridgerton.” .
“For the consumer, it has its remote control, and it goes from live sports to news to streaming and back again,” Kenny said. “We have to bring the whole industry together for a comparable way of looking at it.”