Netflix’s move to join OzTAM’s VOZ system has been hailed by media agencies as a major step toward unified, independently verified video audience measurement.
Last month, Netflix agreed to have its Australian audience independently measured and reported by Streamscape, OzTAM’s TV measurement system.
Media agencies told AdNews that Netflix’s integration with OzTAM will unlock independently verified demographic data, co-viewing insights and cross-platform reach, enabling more precise, data-led campaign planning.
Luke Creely, media director at Yango, described the partnership as a “game-changer”.
“For too long, Netflix's audience data has existed in a silo, making it challenging to compare its reach and engagement directly with linear TV or other BVOD platforms,” he told AdNews.
“Now, with Netflix data being included in OzTAM's VOZ, agencies will have a holistic view of Australian viewing habits. This means we can finally assess Netflix's true contribution to a campaign's overall reach and frequency, allowing for more accurate budget allocation and truly converged media strategies.
Creely said OzTAM’s independently audited audience measurement methodology gives advertisers confidence and legitimises Netflix’s audience claims.
“The value of independent auditing cannot be overstated. In an increasingly fragmented and complex media ecosystem, trust and verification are paramount,” he said.
“It allows us to benchmark Netflix against other broadcast channels and streaming services on a level playing field.”
Creely said Netflix’s advertising model in Australia uses a cost-per-thousand (CPM) pricing structure, with costs varying based on targeting parameters, seasonality, ad format, and overall inventory demand.
He said Yango has seen “largely positive” results from Netflix advertising, but its full potential is constrained by the lack of independent, granular measurement.
“While we’ve seen good initial results, the enhanced data and transparency from OzTAM will allow us to move beyond simply ‘good’ to truly optimised and accountable campaigns on Netflix, ensuring every dollar spent delivers maximum impact for our clients,” Creely said.
“We anticipate being even happier with results once we can fully leverage the new OzTAM data for deeper insights and more precise targeting.”
Jane Combes, chief media partnerships officer at OMD, agrees that Netflix joining OzTAM is a 'significant and positive step' for the Australian screen market.
“For OMD, it's not just about more data; it's about progressing towards a truly unified view across the entire video ecosystem,” she said.
“This collaboration allows us to integrate Netflix’s audience into a cohesive measurement alongside broadcast TV and BVOD. This is vital for precisely understanding unduplicated reach and frequency across all video touchpoints.
Combes said the independent audit through OzTam's Streaming TV Meters (STVMs) provides credible, third-party verification, ensuring data accuracy and comparability.
“This is fundamental to our approach of ensuring media partners add measurable value back to our plans and to our clients' business,” she said.
“It also empowers us to confidently attribute media value, identify true incremental reach, and ensure every dollar invested delivers maximum impact, ultimately helping us deliver stronger client outcomes through smarter, data-backed decisions.”
Combes said OMD engaged early with Netflix’s ad-supported tier.
She said the agency is addressing the gap with its OMNI Multi-Screen Optimiser (MSO), which uses platform-specific first-party reach and frequency data across all major CTV providers.
“This capability has given OMD early, deep insights into Netflix’s actual ad-tier monthly audience data, which is more granular than OzTam’s initial reporting that encompasses all Netflix viewing,” Combes said.
“The validation of our strategy now unfolds with OzTam's Streamscape, moving us from ‘claimed’ to ‘certified’ data for Netflix, which we welcome.”
Combes said this independent data, especially the upcoming shifts to detailed demographics and eventual VOZ Total TV currency integration, will enhance OMD’s ability to demonstrate and scale results.
“We're happy with Netflix's performance. We’ve seen exceptional results for clients like McDonald’s and our work with Squid Game, which notably garnered eight awards in Cairns, including the Grand Prix,” she said.
“This is clear proof of our commitment to disrupting in core cultural moments to drive attention and outcomes.”
Nick Hayes, head of digital at The Media Store, said he was eager to learn more about the integration of Netflix into OzTAM’s measurement system.
“It’s great to see more streaming services getting involved in Total TV measurement and will be great for traders to jump into TV Map and include Netflix in their planning,” he told AdNews.
“I’m excited to learn more about what Netflix data is being captured by streaming TV meters and how Netflixwill work with multiple measurement partners.”
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