TiVo to Measure OTT Video
TiVo, which works with several over-the-top video providers, including Netflix Inc. (Nasdaq: NFLX) and Amazon.com Inc. (Nasdaq: AMZN), claims Stop||Watch is poised to be the first service of its kind to measure traditional TV and broadband TV viewing. Stop||Watch attempts to go beyond traditional demographic data by anonymously measuring second-by-second DVR data.
Once it's up and running and some results shared, the new component should offer a more granular glimpse of the growing popularity of OTT-delivered video and show how usage is stacking up against (and perhaps gaining ground on) linear TV. Stop||Watch currently tracks ratings for about 72 national, ad-supported networks, covering shows and commercials aired from 5:00 a.m. to 1:00 a.m. It also rates an additional 40 "smaller networks."
TiVo, which views the broadband additions as a potential "game changer" for the media industry, plans to start measuring streamed and downloaded video alongside linear TV beginning next month.
— Jeff Baumgartner, Site Editor, Light Reading Cable