Médiamétrie announced on 1er January, having changed the measurement of television audiences, which should also extend, by the end of the year, to video streaming platforms like Youtube or Netflix.
A few years late, it must be admitted, Médiamétrie has initiated the transformation of television audience measurement. Already since March 2020, the company has integrated the out-of-home audience on all screens into its statistics. But since 1er January, it enriched its benchmark TV audience measurement tool, Médiamat, which will also concern home internet screens, with an extension to homes which do not have a television. But tomorrow, Médiamétrie wants to go even further, by measuring the audiences of streaming platforms, with Netflix in the lead.
Médiamétrie revises its panels and measures upwards
Today, if you are wondering how TV audiences are measured and then communicated each day, know that they are based on two panels.
On the one hand, you have the Médiamat panel, with 5,000 homes equipped with an audio meter connected to home televisions. 500 new panelist households, which have the particularity of not having televisions but computers, smartphones and tablets, complete this panel. In total, it is made up of 12,000 individuals at 1er January 2024.
Médiamétrie can also count on its “individual audience audience panel”, made up of 5,000 individuals and which measures TV audiences outside the home, all screens combined, as well as TV audiences on internet screens at home.
Streaming platforms like Netflix or TF1+ soon to be measured
Audiences are therefore measured at home, in a hotel or elsewhere for the panelists, whatever the screen, and above all whatever the mode of consumption. Live is taken into account, as is content watched on a delayed, replay or preview basis.
The next step for Médiamétrie will be to measure the audiences of streaming platforms, which according to it account for 30% of the time spent watching videos. And this by the end of 2024. Obviously, the measurement company would be thinking about services in the broad sense, that is to say Netflix, Prime Video, Disney+ and others, but also 6play, France TV and even the future TF1+, a platform which promises to be free, financed by advertising and available on boxes and connected televisions. The headline service should also be launched on January 8, 2024.
In any case, we understand that a fairer, more precise measurement that is more in line with current uses is of capital importance, particularly for advertisers, who call the shots for the vast majority of broadcasters.
Source : Médiamétrie, BFMTV
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