Australian media buyers can now see Netflix’s ad-supported audience inside the country’s official TV measurement currency. OzTAM and Netflix have brought Netflix Ad Tier census-level viewing into VOZ, working with Nielsen, so that broadcast TV, BVOD and the streaming ad tier can be planned and reported in one database.
The practical signal is simpler: Netflix’s ad tier is no longer a black box.
First split: where Netflix’s ad tier lands
The first stage appears in OzTAM’s enhanced Q3 2026 Streamscape report, covering July to September. It separates Netflix Ad Tier and non-Ad Tier viewing on connected TVs for the first time, with other devices expected later.
- Netflix total streaming share on connected TVs: 19.7%
- Netflix Ad Tier: 5.1%
- Netflix non-Ad Tier: 14.6%
- Prime Video total: 6.1%
- Disney total: 6.0%
The 5.1% ad-tier figure is the headline for buyers. It is comparable to the full streaming shares of Prime Video and Disney, which means a single Netflix subscription layer is registering at the scale of an entire rival platform on connected TVs.
“Bringing this data into Australia’s industry currency is a significant step towards a more complete view of how Australians watch video,” said Karen Halligan, CEO of OzTAM.
What changes in February 2027
Stage two goes live on 1 February 2027. Buyers will then be able to examine Netflix Ad Tier content-level viewing through accredited third-party software tools, using the same metrics and demographic, market and device breakdowns available in current VOZ reporting.
Cadence matters. Broadcast TV and BVOD currency data continues daily. Netflix Ad Tier census data will be delivered monthly for the prior month, so the first release will cover January 2027 viewing. Teams that need daily streaming numbers will still have to look elsewhere.
Why this matters for planners
For media planners and entertainment marketers, the integration turns Netflix Ad Tier from an opaque, negotiated buy into comparable currency inventory. It also sets a measurement template: Halligan noted the methodology lays groundwork for other SVOD platforms to be reported individually in future.
One caveat: the Q3 share reflects connected TVs only. Once other devices are added, the overall streaming picture will shift, and Netflix’s ad tier may look different when mobile and tablet viewing are included.
The immediate action is to treat the ad tier as a distinct planning line, not fold it into total Netflix viewing. If a 5.1% share is close to Disney or Prime Video, it deserves its own budget conversations, frequency caps and audience estimates.
Source: Content + Technology
