OzTAM Adds Netflix to Australian Viewing Measurement
The industry measurement body will track Netflix shows' viewership alongside broadcast TV and BVOD from 2027.
Updated on Nov. 1, 2026 in Television
Live Poll
Do you watch more Netflix with ads than you did a year ago?
OzTAM has agreed with Netflix to measure viewership of Netflix shows in Australia. Netflix Ad Tier census-level viewing data will be released monthly, beginning in February 2027.
Why it matters
The move brings Netflix's Ad Tier into the same measurement framework as broadcast TV and BVOD, amid growing demand for the ad-supported option among Australian viewers. It is understood to be one of the first markets where Netflix shares its data beyond its own ecosystem.
Streamscape data for Q3 2026 put Netflix at 19.7 per cent of connected TV streaming share, with the Ad Tier contributing 5.1 per cent against Prime Video's 6.1 per cent and Disney's 6.0 per cent. Netflix programming will not appear in OzTAM's overnight ratings data.
The players
OzTAM
OzTAM is the Australian audience measurement body that produces the VOZ currency used to track television and streaming viewing across the country.
Netflix
Netflix is the global streaming service that offers both a standard subscription and an advertising-supported Ad Tier.
The details
Netflix Ad Tier viewing will be integrated into OzTAM's VOZ single, unified currency database alongside existing broadcast and BVOD data. Existing daily VOZ currency data for broadcast TV and BVOD will continue, and OzTAM will provide industry education and support throughout 2027.
Timeline
Q3 2026: Streamscape figures show Netflix's connected TV streaming share.
2027: Netflix measurement begins, with industry education and support provided.
February 2027: First monthly Netflix Ad Tier data release, covering January 2027 viewing.
Industry Dynamics
Netflix's Ad Tier share of 5.1 per cent sits level with Prime Video and Disney, indicating that ad-supported streaming tiers are now a common feature of the Australian market. Bringing Netflix into the VOZ currency places it on the same measurement footing as free-to-air and subscription broadcasters.
Netflix Ad Tier viewing will be measured through the same currency as broadcast and BVOD, which may influence how advertisers plan and buy campaigns across platforms. Viewers' access to Netflix programming itself is not changed by this measurement agreement.
The takeaway
Advertisers and viewers tracking streaming should note that Netflix Ad Tier data will appear in monthly VOZ releases from February 2027, offering a clearer comparison with other TV viewing.
What happens next
OzTAM will release the first monthly Netflix Ad Tier census-level viewing data in February 2027, covering January 2027.
Further reading
Explore more on Television coverage for context on how streaming is changing local viewing.
Source note: This article includes information reported by B&T.
Live Poll
Do you watch more Netflix with ads than you did a year ago?
