Netflix’s ad-supported viewing is set to become part of Australia’s official TV audience measurement system, with OzTAM and Netflix striking a multi-year agreement to integrate census-level viewing data into VOZ.
The deal will give the industry a more comprehensive picture of how Australians watch television and streaming services, with the first stage of the integration already reflected in new reporting.
The agreement, developed in collaboration with Nielsen, will bring Netflix Ad Tier viewing into the same measurement framework as broadcast television and broadcaster video-on-demand (BVOD), allowing audiences to be analysed across platforms through a single currency database.
The initial rollout is reflected in OzTAM’s enhanced Q3 2026 Streamscape reporting, which is now available to subscribers. For the first time, the data separates Netflix’s ad-supported and non-ad-supported viewing on connected TVs, with other devices expected to be included at a later stage.
Netflix accounts for 19.7% of streaming share
The latest figures provide an insight into Netflix’s position among streaming services, with the platform accounting for 19.7% of Total Streaming Share on connected TVs during the July to September 2026 quarter.
Netflix’s Ad Tier contributed 5.1% of that share, while its non-Ad Tier accounted for the remaining 14.6%. The ad-supported tier alone recorded a viewing share comparable to Prime Video and Disney+, which accounted for 6.1% and 6.0% respectively.
The figures, which exclude broadcast television, also show YouTube leading Total Streaming Share at 23.2%, followed by Other Video at 23.4% and BVOD at 21.7%.
The new breakdown gives the industry its first view of Netflix Ad Tier’s contribution to Total Video viewing, with Streamscape measuring viewing across broadcast television, BVOD and other streaming services, including subscription platforms and social video.
Netflix data to enter VOZ from February 2027
The next stage of the integration will go live on February 1, 2027, allowing the industry to analyse Netflix Ad Tier content-level viewing alongside existing VOZ Total TV data through accredited third-party software tools.
The data will use the same metrics and market, device and demographic breakdowns available through current VOZ reporting. While broadcast TV and BVOD currency data will continue to be released daily, Netflix Ad Tier census-level viewing will be delivered monthly, with the first release covering January 2027.
OzTAM CEO Karen Halligan (pictured above) said the agreement would give the industry a more consistent and comparable understanding of audiences across broadcast television and streaming, supporting more informed planning and investment decisions.
“By bringing Netflix Ad Tier viewing into the same measurement framework as broadcast TV and BVOD, we’re giving the industry a more consistent and comparable understanding of audiences across platforms.”
OzTAM will provide industry education and support throughout 2027 to help subscribers incorporate the new data into their planning and analysis.
The methodology is also intended to provide a foundation for other subscription streaming platforms to be individually represented in OzTAM reporting in the future.
