OzTAM and Netflix deal brings Netflix Ad Tier viewing into VOZ ratings currency – OzTAM and Netflix have struck a multi-year agreement to bring Netflix Ad Tier census-level viewing into VOZ, Australia’s industry currency. The capability, developed in collaboration with Nielsen, will let the industry plan and report across broadcast TV, BVOD and Netflix Ad Tier in a single, unified currency database.
Until now, VOZ has combined broadcast viewing on TV sets with BVOD viewing on connected devices, while Netflix viewing has been reflected in OzTAM’s separate Streamscape share reports. As TV Central reported in July, Streamscape’s Q2 2026 data showed Total TV still held the majority of viewing on Australian TV sets.
The deal rolls out in two stages, starting today with a new Netflix breakdown in Streamscape. It then extends into VOZ itself from February 2027.
Stage one: Netflix Ad Tier split in Streamscape
OzTAM’s enhanced Q3 2026 Streamscape reporting, available today to subscribers via its interactive dashboard, reflects the first stage. For the first time, Streamscape separates the Ad Tier and non-Ad Tier viewing on connected TVs. Other devices are expected to follow at a later stage.
According to OzTAM, the new breakdown shows how Ad Tier viewing compares with other streaming services. It also gives the industry its first view of the Ad Tier’s contribution to Total Video viewing.
Streamscape measures Total Video share of viewing across broadcast TV, BVOD and all other streaming services, including all SVOD and social video platforms. The Q3 data covers July to September 2026.
Netflix Ad Tier share comparable with Prime Video and Disney+
The Q3 2026 Streamscape data shows Netflix accounted for 19.7% of Total Streaming Share on connected TVs. Of that, the Ad Tier accounted for 5.1% of Total Streaming, while non-Ad Tier viewing contributed the remaining 14.6%.
Notably, Netflix Ad Tier share alone was comparable with the total viewing shares of Prime Video (6.1%) and Disney (6.0%). OzTAM says this offers deeper insight into how Ad Tier viewing compares with other major streaming platforms.
OzTAM’s supplied chart of Total Streaming Share on connected TVs, which excludes broadcast TV, shows the rest of the Q3 picture for all people:
- Other video: 23.4%
- YouTube: 23.2%
- BVOD: 21.7%
- Netflix: 19.7% (Ad Tier 5.1%, non-Ad Tier 14.6%)
- Prime Video: 6.1%
- Disney+: 6.0%
Stage two: Netflix Ad Tier in VOZ from February 2027
The second stage of the Netflix VOZ integration goes live on 1 February 2027. From then, the industry will be able to analyse Netflix Ad Tier content-level viewing alongside existing VOZ Total TV data through accredited third-party software tools.
In addition, that data will use the same metrics and breakdowns by market, device and demographics available for current VOZ reporting.
OzTAM will continue to release existing VOZ currency data for broadcast TV and BVOD daily. However, OzTAM will deliver daily Ad Tier census-level viewing monthly, for the preceding month. The first release, in February 2027, will cover January 2027 viewing.
OzTAM CEO Karen Halligan on the Netflix deal
OzTAM CEO Karen Halligan described the agreement as a significant step for the industry:
Bringing this data into Australia’s industry currency is a significant step towards a more complete view of how Australians watch video. We’re proud to be working so closely with Netflix on this innovation, bringing more granular insights into streaming audiences
Karen Halligan, CEO, OzTAM
Independent, people-based audience measurement provides an objective view of actual viewing behaviour. 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, supporting better-informed planning and investment decisions.
Karen Halligan, CEO, OzTAM
Halligan added that other streaming services could follow:
The methodology underpinning this integration also lays the groundwork for other SVOD platforms to be represented individually in OzTAM’s reporting in the future.
Karen Halligan, CEO, OzTAM
Industry education through 2027
Finally, OzTAM will provide industry education and support throughout 2027 to help data subscribers understand and incorporate the new data into planning and analysis.
For more TV Central ratings news, head here. To learn more about Streamscape, visit OzTAM.