Insights / News and Opinion / OFFICIAL STATEMENT REGARDING BARB SVOD MEASUREMENT

OFFICIAL STATEMENT REGARDING BARB SVOD MEASUREMENT

News and Opinion / 30th November 2021

Digital i welcomes the launch of BARB’s SVOD measurement system on the 29th November, 2021.

We believe that the datasets are complementary and are committed to providing both SoDA and BARB SVOD data to our clients depending on the specific needs of their project or analytics teams.

BARB gives a comprehensive view of what British households are watching on their TV sets and doing inside their homes.

In contrast, SoDA focuses on the activity of SVOD accounts across all devices in and out of the home.

Digital i sees this move for BARB as an important step for the UK media industry.

During the first few months of BARB’s service launch, we will be undergoing an intensive exercise of due diligence to ensure that the variations between the viewing figures are compounded, explained, and corroborated.

SoDA currently covers Netflix and Prime Video viewing in 9 regions (UK, France, Italy, Spain, Germany, Finland, Norway, Denmark, Sweden).

We have further plans to expand to the US, Latin America and other European regions throughout 2022. As well as expanding the geographic coverage, our goal is to cover both multinational as well as local services.

We do this by building a high-quality managed panel whilst deploying a new form of digital measurement which leverages cutting-edge software and data science techniques.

We will keep you up-to-date with the results of our investigatory exercises. In the meantime, the Digital i team is here to help explain the differences in the data and advise which datasets are necessary in line with client project requirements.

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