Television audience measurement: The challenge posed by video streaming platforms

Abstract

This article analyses the different television audience measurement (tam) systems used in European countries and reflects on the challenges posed by the arrival of new competitors, such as over-the-top (ott) service providers, in the current media landscape. The results show that although tam companies are trying to adapt to these changes, their systems and methods still ignore important new players like Netflix and are yet to reflect the audiovisual content consumption habits of today's audiences.