Netflix’s advertising-supported service will be measured alongside broadcast television and broadcaster streaming platforms in Australia from February, giving media buyers a more direct way to compare audiences across competing services.

Under a multi-year agreement between Netflix and OzTAM, developed with Nielsen, viewing data from Netflix’s ad tier will be incorporated into VOZ, Australia’s official television audience measurement system.

From February 1, 2027, advertisers and agencies will be able to assess Netflix’s ad-supported viewing using the same audience framework applied to linear television and broadcaster video-on-demand services.

The move gives buyers a more consistent basis for deciding where to allocate advertising budgets, rather than assessing Netflix separately from traditional broadcasters and their streaming platforms.

VOZ combines viewing across scheduled television broadcasts and BVOD services, allowing the industry to compare audiences across different devices, markets and demographic groups.

Netflix’s inclusion will apply specifically to its advertising tier and will not bring all Netflix viewing into the detailed VOZ reporting system.

Netflix launched its ad-supported subscription in Australia in November 2022 at $6.99 per month, initially offering around four to five minutes of advertising per hour.

The company joined OzTAM’s broader measurement system in May 2025, becoming the first global subscription video-on-demand platform to have its Australian audience independently measured by the country’s official television ratings provider.

The first phase added Netflix viewing to OzTAM’s Streamscape reporting. The February 2027 integration represents the next stage, bringing more detailed ad-tier data into VOZ.

OzTAM’s Streamscape report for the third quarter of 2026 has already begun separating Netflix’s advertising and ad-free viewing on connected televisions.

Between July and September, Netflix accounted for 19.7 per cent of streaming viewing on connected TVs. Its advertising tier represented 5.1 per cent, while the ad-free service accounted for 14.6 per cent.

That placed Netflix’s ad-supported viewing alone close to the total connected-TV streaming shares recorded by Prime Video at 6.1 per cent and Disney at 6.0 per cent.

Those figures relate specifically to streaming viewing on connected televisions and should not be interpreted as total television audience share or advertising revenue.

From February, approved third-party software platforms will begin providing content-level reporting for Netflix’s advertising tier.

Netflix data will be supplied differently from traditional television ratings. Broadcast and BVOD figures will continue to be released daily, while Netflix viewing data will be delivered monthly and will cover the previous month.

The first release in February will therefore report January 2027 viewing.

OzTAM chief executive Karen Halligan said the change would provide advertisers with a more comparable view of audience behaviour across platforms and support more informed media planning.

The company also said the methodology could eventually allow other subscription streaming services to be reported individually within OzTAM’s measurement system.

For Netflix, the agreement gives advertisers an independent benchmark against its own audience figures.

The streamer has previously promoted Monthly Active Viewers as its main advertising metric and said its Australian ad audience had reached 4 million.

From February, media buyers will have another way to assess how those audiences compare with traditional television and other streaming services as competition for Australian advertising budgets intensifies.