At launch, Amazon, Netflix and Disney have not signed on to the Joint Industry Committee, absences that could possibly limit the group’s effectiveness.
What happened
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Why it matters
The formation of the JIC by four of the major TV networks is the latest in a flurry of recent industry steps to develop cross-platform measurement solutions amid the proliferation of streaming platforms. By coming together, the networks — along with VAB and OpenAP — hope to position themselves as leaders in the race to serve advertisers, agencies and consumers in an increasingly competitive space.
The organization — which is focused on streaming video, not linear TV — intends to expand membership to other video programmers. At launch, streaming video heavyweights Amazon, Netflix and Disney have not signed on — absences that could possibly limit the effectiveness of the group's eventual measurement solutions.
"The sustainability of the premium video advertising model depends on an ecosystem for measurement that is transparent, independent, inclusive, and accurately reflects the way all people consume premium video content today – across multiple screens, connections, and devices," per a joint statement by Jeff Shell, CEO of NBCUniversal; Bob Bakish, CEO of Paramount; Wade Davis, CEO of TelevisaUnivision; and David Zaslav, President and CEO, Warner Bros. Discovery.
This news brief is based on reporting published by Marketing Dive on 2023-01-09. The original report is linked below.
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