By Peter Zollo
Editor’s Note: Greenbook remains steadfast in our commitment to grow the industry through innovation and new solutions. One startup we’re enthusiastically supporting has as its mission to do just that: “Get research funded.” Collaborata, through leveraging the sharing economy for our industry, is currently funding more than 20 projects at www.collaborata.com. Here’s one that’s new and particularly interesting:
“Cracking the ‘Black Box’: Unearthing Netflix Viewership Data”
In these days of “Big Data,” Netflix, arguably one of the world’s most tech-forward entertainment companies, is an outlier.
Because Netflix does not sell advertising, it is able to keep its viewership data private, preventing access to invaluable insights to competitors and content producers alike. So, Netflix has successfully remained a “data black hole,” ensuring that there would be no Nielsen-style ratings that would offer competitive intelligence.
Until now, content producers and other Netflix partners have needed to make key decisions without viewership data and insights. But thanks to Luth Research’s proprietary ZQ Intelligence™ technology, Netflix viewership data is now available. Luth’s groundbreaking research reveals – in granular detail based on passive data-collection technology – who’s watching Netflix, how they’re watching, and what specifically they’re watching. In other words, the “black box” has finally been cracked.
The trends and insights from this data will illuminate many of the often-asked questions about the impact of Netflix’s distribution of TV networks’ content, audience characteristics, and cross-platform consumption behaviors.
We’re thrilled that Luth has chosen Collaborata as its exclusive distribution partner to the industry, and that this research is now fully funded and ready for delivery. We’re making the data available at two different price points, based on recency, which are described via the links below: