Netflix Ready to Track Netflix, Amazon Prime Viewers

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Nielsen said it will start offering customer data on Netflix and Amazon Prime streaming video on demand sometime near the middle of the year.

“That will be the last significant overall television content viewing that we don’t already measure,” Nielsen CEO Mitch Barns told Bloomberg Tuesday. “We really will have a full set of capabilities in the market to measure what we call the total audience across all screens, devices and platforms.”

Nielsen uses a set-top technology that matches audio tracks to television programming to track what its families are watching.

Meanwhile, neither Netflix nor Amazon shares audience data with their partners, which helps them with negotiations.

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