As Barb prepares to introduce viewing data for some YouTube channels, its CEO looks at how joint industry standards enable informed choice and fair competition.
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The data will be available in the UK from September, providing marketers with greater insights into CTV investment.
It marks first time Netflix is distributing a broadcaster’s shows in the country.
However, the latest Barb Establishment Survey found that the number of homes with two or more services hit a new record.
| Maria Iu
Overall, content grew by 5% across the top five platforms during February-May.
EMEA ads VP Damien Bernet discusses takeaways from Netflix’s upfronts, as the streaming giant’s ad-supported plan now reaches 94m monthly active users globally.
Kantar’s latest Entertainment on Demand report found new streaming subscribers are increasingly flocking to ad tiers. Meanwhile, growth for Apple TV+ and Mubi have led to increased competition.
Productions in the UK have become Netflix’s most efficient programming investments. The streaming giant’s share of viewing time now sits behind only the BBC and ITV.
The show proves that world-class content transcends borders and the British creative industries urgently need support and investment. Chris Bryant, please take note.
Damien Bernet, Netflix’s EMEA ads VP, described the expansion of its programmatic partnerships as the latest step in Netflix’s broader strategy to offer the benefits of TV and digital advertising.