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Can we trust Netflix viewership?




<p class = "canvas-atom canvas-text Mb (1.0em) Mb (0) – sm Mt (0.8em) – sm" type = "text" content = "Every so often, typically around earnings hour, Netflix ( NFLX ) chooses to announce viewership for some of its original shows or movies – when the numbers are impressive. "Data-reactid =" 15 "> Every so often, typically around earning time, Netflix (NFLX) ) to announce viewership for some of their original shows or movies –[ads1]; when the numbers are impressive.

<p class = "canvas -atom canvas text Mb (1.0em) Mb (0) – sm Mt (0.8em) – sm" type = "text" content = "Last week, in & nbsp; Netflix Q3 Performance Report & nbsp; (company missed revenue and domestic subscriber adds, but turned on earnings per share and international subscription; & nbsp; shares popped ), it revealed viewership for six originals: three shows and three films. "data-reactid =" 16 "> Last week, in Netflix's third quarter earnings report (the company lost revenue and domestic subscriber adds, but made profits per share and international subscription; shares appeared), it revealed viewership for six originals: three shows and three films.

<p class = "canvas atom canvas text Mb (1.0em) Mb (0) – sm Mt (0.8em) – sm" type = "text" content = "Netflix said 64 million households watched Season 3 of "Stranger Things" in its first month, the most-watched season in the series to date, and said that 32 million households saw "Unbelievable" (a new miniseries based on an award-winning 2015 history investigation, " An incredible story about rape ") the first month. It also said season 3 of" La Casa de Papel "(" Money Heist ") was the most viewed on the series in non-English language territories, with 44 million households watching the first "data-reactid =" 17 "> Netflix said 64 million households watched Season 3 of" Stranger Things "in the first month, the most watched season in the series to date, and said 32 million households saw" Unbelievable " (a new miniseries based on an award-winning 2015 investigative story, "An incredible story about rape t ") in its first month. It also said Season 3 of "La Casa de Papel" ("Money Heist") was the most-watched series in non-English-speaking territories, with 44 million households watching in the first month.

As for original movies, Netflix 41 million households watched "Tall Girl," 40 million households watched "Secret Obsession," and 29 million households watched "Otherhood" in the first month of each release.

Out of context, these numbers look impressive. [19659004] The only problem is that all the numbers Netflix chooses to share are out of context. No outside company can verify them properly and you can't reasonably compare the movie number with ticket sales.

<p class = "canvas-atom canvas-text Mb (1.0em) Mb (0) – sm Mt (0.8em) – sm" type = "text" content = "As & nbsp; The Wrap & nbsp; writes, it "causes intrigue and skepticism when deciding to actually post a numerical figure on anything. "" Data-reactid = "21"> As Wrap writes, "it causes intrigue and skepticism when deciding to actually put a numeric figure on anything."

Furthermore, Netflix considers it a "sight" when a subscriber is watching 70% of something. For a movie it is fair, since it is not likely that you will get 70% through a movie and will not finish. But for a TV series, it looks like someone is fudging – especially on Netflix, where, as Yahoo Finance Kristin Myers puts it in the above segment, "a large part of it is the bizarre element, where you are expected to watch episode after episode after episode. “There are probably a large number of people trying the first episode of a new series, and then stop watching; Should these people count as viewers on the show?

And then there is the Nielsen deviation.

Nielsen began reporting power services data in 2017. Last summer, Nielsen said 26.4 million people watched Season 3 of "Stranger Things" during July 4 to July 7. Netflix came out and said the number was 40.7 million people – almost double what Nielsen said.

The problem is that Nielsen does not yet count viewers on tablets, mobile phones or laptops; and it counts only the United States

We know, from a number of studies and studies, that younger generations are looking at tons of content on mobile; but is there such a large number of people watching an entire show on the phone that it could explain that Netflix has almost twice as many Nielsens? Or is it possible, and likely, that almost half of the viewer on Season 3 of "Stranger Things" the first weekend came from outside the United States?

<p class = "canvas-atom canvas-text Mb (1.0em) Mb (0) – sm Mt (0.8 em) – sm" type = "text" content = "" I think you have to take the company at face value, "& nbsp; says Rosenblatt Securities analyst Bernie McTernan " but I also don't think you can compare the number of new values ​​with the number in the old world. So 73 million households watched "Murder Mystery?", But you can't say what will be in home office sales. There are apples and oranges. You can't compare it. "" data-reactid = "27"> "I think you have to take the company at face value," says Rosenblatt Securities analyst Bernie McTernan, "but I also don't think you can compare the number of new worlds to the number of old worlds. So 73 millions of households watched "Murder Mystery?" but you can't say what would be in home office sales. There are apples and oranges. You can't compare it. "

McTernan also points out that Netflix numbers are not very useful Still, since they can't tell us how many viewers chose to subscribe to Netflix to watch these shows.

Caleb McLaughlin arrives at the Season Three premiere of "Stranger Things" at Santa Monica High School on Friday, June 28, 2019 in Santa Monica, Calif. (Photo by Jordan Strauss / Invision / AP)

<p class = "canvas atom canvas text Mb (1.0 em) Mb ( 0) – sm Mt (0.8 cm) – sm "type =" text "content =" Nielsen has acknowledged that the way to measure Netflix is ​​not yet perfect. And there has been criticism of Nielsen's method for years across the television industry: for live TV, Nielsen still uses "average audiences" based on the 44,000 Nielsen homes in the US To measure Netflix views, Nielsen & nbsp; using "sound recognition nition" in Nielsen home which sounds imperfect. (Only this week & nbsp; Nielsen began measuring Amazon Prime Video .) "Data-reactid =" 40 "> Nielsen has acknowledged that the way to measure Netflix is ​​not yet perfect. And there has been criticism of Nielsen's method for years throughout the television industry: for live television, Nielsen still uses "average audiences" based on the 44,000 Nielsen homes in the United States. To measure Netflix views, Nielsen uses "sound recognition" in Nielsen homes, which sounds incomplete. (Just this week, Nielsen started measuring Amazon Prime Video.)

<p class = "canvas-atom canvas-text Mb (1.0em) Mb (0) – sm Mt (0.8em) – sm "type =" text "content =" But Nielsen is likely to be better at measuring streaming services, and could eventually become the industry norm for analysts to use when measuring audiences for OTT shows. (Sony Pictures Television, for example, is already & nbsp; using Nielsen's streaming data & nbsp; to guide OTT decisions.) "Data-reactid =" 45 "> But Nielsen is likely to become better at measuring streaming services, and may eventually become the industry norm for analysts to use when measuring audience for the OTT show. (Sony Pictures Television, for example, is already using Nielsen's streaming data to guide OTT decisions.)

The actual viewership numbers may lie somewhere between Nielsen's imperfect numbers and Netflix's eye-catching claims. Or you can just take Netflix on the word. Netflix and Nielsen did not respond to requests for comment for this story.

<p class = "canvas-atom canvas text Mb (1.0em) Mb (0) – sm Mt (0.8em) – sm" type = "text" content = "The first time Netflix ever voluntarily shared viewership was on at the end of last year, when it declared & nbsp; 45 million global accounts monitored & nbsp; its horror must see "Bird Box" that first week, a remarkable number: almost a third of all 158 Millions of global Netflix subscribers, many find it hard to believe, but no one can do much other than take the word of it. Similarly, Netflix says Adam Sandler and Jennifer Aniston's comedy "Murder Mystery", which has 39% audience points on Rotten Tomatoes, & nbsp; was viewed by 31 million households in the first three days. "-reactid =" 47 "> The first time Netflix ever shared voluntary viewership was at the end of last year, when it declared that 45 million global accounts saw its horror movie "Bird Box" on it first week. nearly one-third of all 158 million global Netflix subscribers. Many find the number difficult to believe, but no one can do much other than take the company at their word. Similarly, Netflix says Adam Sandler and Jennifer Aniston's comedy "Murder Mystery," which has 39% audience points on Rotten Tomatoes, was viewed by 31 million households over the first three days.

Although these numbers are inflated, it is a testimony to the power of Netflix & # 39; s home screen, which industry leaders have called the most valuable email advertising properties in all digital media – and only Netflix can use it, since it doesn't sells ads there.

<p class = "canvas atom canvas text Mb (1.0em) Mb (0) – sm Mt (0.8 em) – sm" type = "text" content = " Daniel Roberts is a senior author and show host at Yahoo Finance and covers streaming tech. Follow him on Twitter at @ readDanwrite . "data-reactid =" 50 "> Daniel Roberts is a senior author and show host at Yahoo Finance and covers carefully streaming technology. Follow him on Twitter at @ readDanwrite .

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