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 Creative Media

Measurement (CIMM) commissioned this study to seek creative 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.

📌 Strategic Review Of Content Measurement Research (Australia)
🏢 Coalition for Innovative Media Measurement (CIMM)
📍 Australia