Nielsen Can Now Measure Amazon Prime Video Ratings
So this is interesting. Earlier in the week Nielsen announced they can now measure Amazon Prime Video viewership through its SVOD platform. Two years after Nielsen rolled out SVOD Content Ratings to measure viewership for Netflix programs, the company is expanding the service to also cover Amazon Prime Video. On the surface this is a logical move for TV measurement, as viewership migrates from network and cable set top distribution to OTT.
Beyond the What in this story is the question of Why. Nielsen’s measurement expansion required cooperation from Amazon. However, Amazon currently doesn’t sell ads within its video programming. So what’s the benefit of having insights about audience size and composition for Amazon? One guess is they could be laying the foundation for the eventual commercialization of Amazon Prime Video.
So now you may be asking how Amazon could hope to pull off running ads on a subscription-based video platform? The answer to that is in the bundle. Amazon doesn’t sell its Prime Video streaming service as a stand-alone product, say the way Netflix does. You get it bundled in with your Amazon Prime membership. So the theory is because you didn’t buy a separate Prime Video sub, it will be more palatable to someday encounter ads on the platform.
So far Amazon and Nielsen haven’t disclosed any plans to run ads on Amazon Prime Video, so this is just a hunch. But keep an eye on this one.