Advocacy group the FreeWheel Council for Premium Video Europe has launched the European Video Measurement Matrix, which aims to provide a unique overview of audience and verification metrics for the premium video industry.
The Council, which is backed by the likes of Channel 4, Canal+, RTE, MTG and Sky Media, has created the report as a reference tool to provide information on similarities and differences across Europe and "open up a dialogue on how metrics should evolve over time to serve the interests of brands and premium video providers alike."
The European Video Measurement Matrix has been compiled in two parts – looking at audience (linear and digital) and verification metrics. In particular it shows:
- The technology/methodology used by audience and verification providers
- The current metrics used to measure audiences for premium video
- How these metrics work across different platforms – TV, mobile, desktop, VoD and OTT, and cross-platform
“The rapid changes in the premium video sector create many complexities and challenges in the development of measurement solutions,” said Virginie Dremeaux, digital marketing and development director at CANAL+ Régie. “The FWCE’s European Video Measurement Matrix allows the industry to see how metrics are evolving and moving beyond existing baseline standards to generate more valid and accurate data.”