AudienceProject today said Netflix will use its Elevate platform to document the value of its advertising inventory at scale, and that measurement of Netflix's ad-supported plan through the company is available to advertisers and agencies in the UK, Germany, France, Italy, Spain and Canada. The measurement company also put Netflix's average unique reach to TV at 54% across five of those markets, without supplying a method for the figure.

In Short

AudienceProject, an outside measurement company, said today that Netflix will use its Elevate software to record the value of Netflix's ad space, and that advertisers in six countries can see how Netflix campaigns perform next to other media. It matters to advertisers and agencies in the UK, Germany, France, Italy, Spain and Canada because the analysis is done by a company other than Netflix, although the one headline number so far, 54% unique reach to TV, comes from AudienceProject itself with no method attached. What changes is that Netflix ad results in those countries can be placed alongside TV and other channels in the same reports.

What AudienceProject said Netflix will do

According to AudienceProject, the expanded partnership builds on the direct integration between Netflix and its cross-media measurement platform that went live last year. It has two parts. Netflix will use Elevate, which AudienceProject describes as an independent measurement platform built for media owners, to document the value of its inventory at scale. It will also draw on AudienceProject's cross-media reports to give advertisers detailed insight into reach and frequencyacross channels, so that buyers can see how Netflix contributes to total campaign performance compared with other media.

Robert Singleton, Partnerships Director at AudienceProject, said Netflix is increasingly an important part of advertisers' media plans, and that independent cross-media measurement "plays a key role in proving the reach and incremental value it delivers." Combining Elevate with the reports, he said, lets AudienceProject help Netflix measure campaigns at scale and demonstrate its value to advertisers.

The company's two accounts of the news differ slightly on one point. Its written announcement says Netflix will use the cross-media reports to provide advertisers with insight, whereas its LinkedIn post says the reports will give advertisers a detailed view themselves. Who hands the reports to buyers, Netflix or AudienceProject? Neither text says. The LinkedIn post thanks Andy Pang, Alex Maguire and the rest of the Netflix team, but neither document carries a statement from Netflix.

Measurement of Netflix's ad-supported plan through AudienceProject is available to advertisers and agencies in six markets, according to AudienceProject: the United Kingdom, Germany, France, Italy, Spain and Canada. When the direct integration was announced on October 1, 2025, it covered five European markets. Canada is the only market on today's list absent from that set, and the announcement does not say when it was added.

The 54% figure and what it leaves undefined

The single performance number in the announcement concerns overlap with television. Across the UK, Germany, France, Italy and Spain, Netflix has delivered on average 54% unique reach to TV in target audiences, according to AudienceProject, which reads the figure as evidence of Netflix's ability to reach people that TV campaigns do not. Canada sits outside the calculation: the figure spans five markets, not the six on the availability list.

The term itself goes undefined. In cross-channel work the closest established idea is incremental reach, the audience one channel adds beyond what another channel in the same plan already reached. Whether 54% describes a share of Netflix's audience, a share of a defined target group or something else is not stated. Nor is it clear what the average is taken over - campaigns, markets or audience segments, weighted or not. The announcement gives no sample size, campaign count, reporting period or target-audience definition.

Some methodology is on record elsewhere. AudienceProject's April white paper describes a hybrid approach combining panel and census data, with reach and audience profiles calculated from the company's own consented and weighted panel rather than platform-reported metrics. The October 2025 integration was described as one in which AudienceProject's system receives campaign delivery data from Netflix and matches it against panel data to calculate reach and frequency. Any unique-reach figure depends on deduplication, which means counting a person once even when that person appears in several channels' records.

Independence, in this arrangement, refers to the measurer being a separate company from the seller. The inputs still include delivery data supplied by the seller.

A year of media-owner integrations

Netflix is one of several media owners AudienceProject has connected to its platform in the past twelve months. Disney+ measurement went live on January 21, 2026 across the same five European markets, and a Pinterest integration for the UK and Germany followed on June 18. Four days later, on June 22, AudienceProject opened Elevate to broadcasters and publishers in ten markets - the UK, Germany, Italy, Spain, Poland, Sweden, Denmark, Norway, Finland and Mexico - having operated it exclusively for large platforms since its introduction roughly two years earlier. Elevate 3.0, released on August 27, added an AI assistant called Audrey, automatic CTV benchmarking and a rebuilt interface, and kept the same ten markets. On September 3, DAZN Media+ and AudienceProject set out a partnership for unified cross-media measurement in Australia.

That June list of Elevate markets did not include France or Canada, two of the six where Netflix measurement is now available. Neither of today's documents says whether Netflix's use of Elevate is limited to particular markets.

The tool itself is a dedicated measurement environment for a media owner's own inventory. It sits within AudienceReport, the infrastructure behind AudienceProject's advertiser-facing work, and lets sales and revenue teams track campaigns, audiences and advertiser activity across markets in one place instead of assembling outputs from separate systems. The benchmarking added in version 3.0 compares a media owner's delivery against a market-level CTV standard, so that an above-benchmark or below-benchmark result is visible to the seller and, in principle, to an agency looking at the same numbers. A platform-scale integration such as Netflix's also demands more engineering than the lighter Nimbus protocolthat AudienceProject developed for local broadcasters.

Netflix's advertising business and the measurement around it

The announcement arrives with Netflix's ad operation at a larger scale than a year ago. At its May 13 upfront, Netflix put the ad plan's reach at more than 250 million global monthly active viewers, having reported more than 4,000 active advertisers, up 70% year on year, with its first-quarter results. It has reaffirmed a target of roughly $3 billion in advertising revenue for 2026, about double the roughly $1.5 billion recorded in 2025. And since July 20, its inventory has been available in The Trade Desk's marketplace with no minimum spend.

The 250 million figure is a first-party metric. A Florida complaint against Netflix describes Monthly Active Viewers as the number of members who watched at least one minute of ads in a month, multiplied by an estimated average household size drawn from Netflix research. The same filing cites a November 5, 2025 company post saying Netflix works with more than 50 ad measurement vendors, of which AudienceProject is one.

Others operate in the same territory. Lumen Research brought attention measurement to Netflix ads in the same five European markets in March. Back in 2024, Netflix listed NielsenOne, Lucid, EDO, NCSolutions, Kantar and Affinity Solutions among the third-party platforms its campaign measurement would extend into.

Netflix also runs planning tools of its own. The May upfront brought two planning APIs, Audience Insights and Reach Curve, and InfoSum is due to join Netflix's data clean room infrastructure by the end of 2026. A seller-side reach curve and a third-party reach report answer related questions from different vantage points.

The ad plan is also set to widen. It is scheduled to go live in Austria, Belgium, Denmark, Ireland, the Netherlands, Norway, Poland, Sweden and Switzerland on March 1, 2027. Neither AudienceProject document mentions those markets, although four of them - Denmark, Norway, Poland and Sweden - are among Elevate's ten.

What the announcement leaves open

Several details are missing from the written announcement and the LinkedIn post. Commercial terms between the two companies are not disclosed. No date is given for Canada. The methodology behind the 54% figure - panel size, period, target audiences, and whether co-viewing adjustments are applied to household viewing - goes unstated. The documents do not say which markets Netflix's use of Elevate covers, and no market outside the six is named.

Why it matters to the marketing community

For buyers planning across television and streaming in these markets, the structure behind the announcement carries more weight than the 54%. Elevate is built for media owners, while AudienceProject's cross-media reports are aimed at advertisers and agencies. The same company therefore supplies both the tool Netflix uses to document its inventory and the reports advertisers use to weigh it, a pattern that also runs through Disney+, Pinterest and, on the agency side, Omnicom Media Italy, which signed a cross-media measurement partnership with AudienceProject on May 27.

Netflix is not exclusive to this vendor. Reach figures from different providers rest on different panels and identity methods, and channel-level reach cannot simply be added up, which is the problem cross-media vendors exist to address. A number such as 54%, stripped of its sample and definition, cannot be reconciled with figures from another provider.

Europe has no single settled answer either. CIMM and the WFA opened a strategic review on January 15 of competing cross-media initiatives across the continent, asking which can deliver scalable, privacy-compliant, advertiser-grade measurement. AudienceProject, for its part, argues in its white paper that independent cross-media measurement works as trust infrastructure comparable to credit ratings or payment networks - a framing that comes from the vendor.

In the United States the argument over who measures streaming has been more public. Nielsen delayed and then reverted the calculation behind its February Gauge report, and Netflix's co-chief executive Greg Peters was asked about the pending methodology change on an April 16 earnings call. None of the six markets in today's announcement is the United States.

Timeline

Summary

  • Who: AudienceProject, a cross-media measurement company, and Netflix. Robert Singleton, Partnerships Director at AudienceProject, is the only named spokesperson; the documents carry no statement from Netflix.
  • What: An expanded partnership under which Netflix will use AudienceProject Elevate to document the value of its inventory and AudienceProject's cross-media reports to show advertisers reach and frequency across channels. AudienceProject also cited an average 54% unique reach to TV for Netflix in five markets, a vendor-supplied figure with no disclosed method.
  • When: September 29, 2026, building on a direct integration that went live on October 1, 2025.
  • Where: Measurement of Netflix's ad-supported plan through AudienceProject is available to advertisers and agencies in the UK, Germany, France, Italy, Spain and Canada; the 54% figure covers the five European markets.
  • Why: According to AudienceProject, independent cross-media measurement helps prove the reach and incremental value of Netflix's growing advertising business and supports more confident media investment. For the marketing community, the announcement adds a third-party reach source to a market that already has several, with the definition and method of its headline number still open.