First of all, I must say that I love the new Netflix original series, Unbreakable Kimmy Schmidt. The Adweek article, “How are TV Networks Just like Kimmy Schmidt,” discusses how TV networks are similar to Kimmy Schmidt, who lived underground in a post-apocalyptic cult for 15 years, in how they are in the dark about how their shows perform on streaming services such as Netflix and Amazon. There is a growing trend with people, especially young adults, who are switching from cable and traditional television and moving to these online streaming services.
Additionally with moving away from traditional television, many companies have expressed their frustration that services such as Netflix, Amazon, or Hulu “provide zero or little transparency regarding content usage data.” It’s difficult for TV networks to track what their viewers are watching, how much they are watching, and many other valuable metrics. So, what do we do about that?
Ta-da! Here comes Nielsen to save the day. Nielsen has recently announced that it will track what consumers watch by “picking up audio cues that detect when viewers go ‘off the reservation’ of linear TV” and provide data about what the viewers are watching on streamed services such as Netflix or Hulu. Although these networks will only be able to see data about their own programs, this new tool could be the first step to help marketers determine the value of their shows on streaming services. Along with important metrics such as reach, frequency, GRPs, ratings and more, could this tracking tool turn into a new metric for companies to analyze and interpret? I suppose only time will tell.
For now, troll the respawn, Jeremy.