Rich Greenfield, a media analyst at LightShed Partners, said Netflix signaled its approval of The Gauge because the new metric shows that the platform, along with YouTube, is the streaming manager.
“It also shows that 6 percent of the time is spent on Netflix, and where will that be in ten years?” Mr. Greenfield added. “It shows how much long-term runway there is over the next decade.”
“And where is everyone else?” he continued, referring to the other major streaming services. “There’s all this talk about the streaming wars, but they are not the streaming wars if only a few companies dominate ̵
To remain relevant, Nielsen must enter streaming measurement after decades as the gold standard for traditional TV ratings.
David Kenny, Nielsen’s CEO and former president of Akamai, a cloud computing company, has known Mr. Hastings more than a decade. The two have discussed Nielsen’s desire to strengthen his efforts to measure streaming and traditional television at the same time.
When asked if Mr Hastings had called on Mr Kenny to release the new statistics publicly, Mr Hastings replied: ‘Yes, at a cocktail level. No, on an economic level. ”
For Nielsen, The Gauge is an attempt to provide a clearer picture of how American viewing habits have changed, one that better explains how people turn back and forth between e.g. CNN and “Bridgerton.”
“For the consumer, she has her remote control and she moves from live sports over to news down to streaming and back,” said Mr. Kenny. “We need to bring the whole industry together in a comparable way to look at this.”