The growth of streaming has
caused equally profound changes in
requirements for both ad currency and
content measurement. While currency
measurement that supports the ad
ecosystem is transitioning to big data/
panel combined methodologies, content
measurement has not kept pace with the
migration of viewing to streaming and is still
largely reliant on panels that were originally
designed for linear TV.
Streaming content consumption datasets
are often missing the needed program
title- and episode-level detail due to the
expense of coding them and transparency
restrictions imposed by some streaming
app owners. These content measurement
gaps prevent programmers from
answering their most pressing questions
about content development, acquisition,
distribution, discovery, monetization and
other use cases.
The Coalition for Innovative Media
Measurement (CIMM) commissioned this
study to seek innovative solutions to fill
the gaps, so that content measurement
addresses their most pressing use cases,
including measurement of viewer journeys
across linear TV and streaming, using data
that is comprehensive, title-level, personslevel
and longitudinal data at scale.
