Regardless of the updates, the record nonetheless has room for enchancment. Entrepreneurs beforehand advised ADWEEK that the What We Watched Report may benefit from extra granular breakdowns of gender, revenue, race, psychographic or behavioral data.
Such a data is extra available for entrepreneurs utilizing Fb or Google for promoting, and advert consumers not too long ago advised ADWEEK they had been additionally searching for extra granularity and attribution from the streamer following the TV upfront announcement that it’s bringing its adtech in-house.
“For advertisers, I’d nonetheless prefer to see this all additional damaged down by distinctive households in addition to demographics,” Proulx mentioned. “This could give media planners a way of what their particular goal audiences are watching.”
As well as, the What We Watched report knowledge is self-reported, and entrepreneurs may benefit from third-party verification to validate data earlier than making any funding choices.
Regardless of the report’s shortcomings, together with two yearly knowledge drops not being recent sufficient for campaigns to activate, Benes mentioned the discharge additionally performs into Netflix’s general technique because it strikes away from reporting subscribers, a apply it should stop in 2025.
“Giving extra visibility into how time is spent on their service offers them a stronger story to inform round these metrics,” Benes mentioned. “For producing advert stock, view time is extra necessary than mere views.”
