Analytics specialist Nielsen has confirmed the addition of Amazon Prime Video metrics to its subscription video-on-demand content ratings solution for the first time.
The new capability means that the product is now capable of measuring viewer numbers for both Netflix and Prime Video although at present these statistics are limited solely to streams originating from US-based television sets and connected smart devices.
That limiting factor has been a bone of contention with Netflix since the product's launch two years ago, with the streaming service alleging that Nielsen undercounts its viewers by omitting viewers on mobile devices and desktop computers.
Such concerns are thought to be overplayed, however, with the bulk of consumption still taking place on TV; with Hulu reporting last year that 78% of its audiences stick to their TVs.
Brian Fuhrer, senior vice-president product leadership at Nielsen, said: “This is a significant milestone for Nielsen, especially considering the upcoming high-profile streaming service launches.
“We think the addition of Amazon Prime Video will allow rights owners an added ability to understand both the size, as well as the composition, of their streaming audiences relative to other platforms or programs. Beyond that, making this enhancement re-affirms our commitment to continuous improvement and to being the one media truth of an increasingly-fragmented video landscape.”
Illustrating its new capability Nielsen calculates that Amazon prime Video flagship show The Boys garnered an estimated 4.1 million viewers per episode, with 39% of this audience aged between 35 and 49.
Brands are increasingly turning to Amazon Prime Video to distribute their own content.