How can brands take advantage of the SVOD boom, when some of the biggest global platforms continue to avoid placing ads on their platforms?
When Digital i first began measuring Netflix in the UK in 2019, this question was fresh in our minds. In the year leading up to the launch of SoDA, our unique behavioural streaming measurement, we were increasingly aware of the rise of ‘unmatched’ viewing. This is viewing that BARB was unable to match to a channel or programme. Netflix subscription numbers soared in the UK, matching the rate at which ‘unmatched’ viewing continued to rise. Still,...