Four of the five biggest U.S. network TV players and the OpenAP data collective are creating a so-called Joint Industry Council to set standards, coordinate collection of streaming data from programmers and certify third-party players to measure streaming audiences in time for the 2024 upfronts.
Fox, NBCUniversal, Paramount, TelevisaUnivision and Warner Bros. Discovery are the networks initially agreeing to share their server data, with OpenAP fostering the inter-operability of the system. But other players that haven’t been part of OpenAP up to now, including The Walt Disney Co., Netflix and Amazon are free to join and encouraged to do so, executives said.
The JIC is similar to what numerous countries outside the U.S. have had for decades, where TV networks collectively negotiate measurement contracts. But executives of Paramount and NBCUniversal said the plan here is not to negotiate an industry contract or select a single player, and it’s not meant to cover linear TV measurement at this point. Instead, the goal is to set standards, get visibility into how third-party measurement firms are operating and hire a yet-to-be-named firm to audit the collection, analysis and reporting of streaming viewership data.