From April 2025, Médiamétrie will count the audience of video-on-demand streaming platforms such as Netflix or Disney+. Enough to change the situation in terms of ratings and the advertising market.
Have you ever dreamed of knowing the exact number of viewers for the latest popular series offered by Netflix? Or to know how many people have seen the latest fashion trend on TikTok? Well, the answer to these questions could soon arrive thanks to Médiamétrie. The company specializing in media audience measurement and French audiovisual market studies has announced that it will collect new data for its reports. This time, audiences will not come from television or radio, but from video streaming platforms and social networks.
New Médiamétrie audiences: streaming in addition to TV channels
This announcement was confirmed by the company on January 17 during a press conference. According to the CEO of Médiamétrie, Yannick Carriou, “the market will collectively benefit from working on transparent, auditable measures, but also from working within a consensus of the different players.” A market revolutionized over the past ten years by the emergence and success of streaming platforms.
Thus, SVOD giants like Netflix, Amazon Prime Video or Disney+ will now be included in audience reports. According to Southwestthe viewer will be able to know the “top content” – the most viewed programs – from each platform. Currently, this type of information is not communicated to the public and users.
New Médiamétrie audiences: soon social networks
Initiated in 2023, the Médiamétrie project had the initial objective of being able to calculate the screen time of all market players. Initially, the company will have to deal with those who have agreed to participate in the project (Netflix, Disney++, Prime Video, Apple TV+). For the rest, the company has already announced that it is in talks with Max and the social network TikTok, and has confirmed Meta’s non-participation. However, Médiamétrie reserves the right to calculate video audiences on Facebook and Instagram independently.
The first figures from this new Médiamétrie formula should arrive in April 2025. According to Teleramawe will have to wait until the second half of the year to know the detailed data from SVOD platforms. Aware of the importance of this project, Yannick Carriou wants to be reassuring in the face of criticism: “The first results may not be perfect. Everyone dreams of having extremely detailed and comprehensive measurement like that of television, but the variety of technological tools and distribution contexts do not make this dream immediately feasible. “
At a time when video-on-demand platforms are competing head-on with television and its programs, it is important to highlight the modernization work that Médiamétrie wishes to bring. All that remains is to wait for the first audience figures to find out whether the French public prefers small screen channels or SVOD channels. There is no doubt that advertisers and advertisers will monitor Médiamétrie figures very closely to adapt their campaigns, now that most platforms have “advertised” offers.