The Sports Business Journal reports that the WWE and Netflix are opting for another form of measurement when it comes to viewership for Raw programming. According to Netflix, its internal data showed 4.9 million global views for the debut of Raw Monday night January 6th.
Per SBJ:
Netflix and WWE claim “views” are the “total view hours for the program divided by the runtime” and the “nearest proxy for average minute audience (AMA) at the household level and does not include co-viewing.” Data also “cut off midnight PST each day.” The “global” reach does not include viewing in 92 countries/territories where Netflix doesn’t yet distribute WWE, including France, Germany, India, Italy, Japan, the Philippines and South Korea.
WWE and Netflix have opted out of using Nielsen as a measurement for viewership. Nielsen data measures most terrestrial programming and is an industry standard when it comes to accessing overall viewership and breaking it down based on age categories.
WWE and Netflix are utilizing VideoAmp which claims 2.76 million U.S. homes watched the January 6th debut.
Payout Perspective:
We could see more programming do this in the future. VideoAmp is a relatively new measurement tool which may attribute more key findings than traditional Nielsen data. Notably, the Mike Tyson-Jake Paul fight on Netflix in November utilized this data over Nielsen to procure its viewership data. Its notable that the SBJ article indicates last year’s Raw on USA drew a high of 1.2 million viewers. There are obvious reasons for the dramatic rise in viewership. We will see if more programming gravitate away from Nielsen.
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