News & Views

Amazon Ads signs up to Barb’s industry-standard audience data

8 May 2024

Barb, the industry’s standard for understanding what people watch, has introduced Amazon Ads to its audience-reporting services.

Barb publicly reports the monthly reach and share of viewing for broadcaster groups and SVOD/AVOD services on its website each month. This report will now include Amazon Prime Video (inclusive of Freevee) and Twitch viewing to service level. Amazon Prime Video (referred to as Amazon in the reporting) is also included in the top 50 programmes reported on Barb’s website. This is in the same way Barb reports viewing for over 300 other subscribing broadcast channels, broadcast video-on-demand (BVOD) and advertising/subscription video-on-demand (AVOD/SVOD) services.

The addition of Amazon audience reporting will complement the marketing analytics and measurement tools already offered by Amazon Ads to help advertisers understand their audiences and campaigns. Amazon Ads customers will now be able to use Barb’s measurement in addition to these tools to provide UK advertisers access to independent viewing metrics.

Since 2021, streaming services have been an integral part of Barb’s gold-standard reporting of what people watch across linear and on-demand services. Its daily reporting includes aggregate-level viewing to SVOD/AVOD and video-sharing platforms, as well as content ratings for shows on the leading SVOD services.

Fuelled by continuous innovation, underpinned by technology developed by Kantar, Barb has a longstanding commitment to track the latest developments in how media companies are distributing television shows across different platforms and devices.