Prime Video integrated into AGF Germany measurement system via Nielsen

AGF Videoforschung announced on October 28, 2025, that Prime Video's ad-supported video-on-demand content will be integrated into Germany's standardized video audience measurement system starting November 2025. The integration marks the first time a Joint Industry Committee worldwide has incorporated an international streaming service using server-to-server technology.

The collaboration involves Amazon, Nielsen as technical service provider, and AGF's digital measurement framework. According to AGF CEO Kerstin Niederauer-Kopf, "It is a great milestone that we have succeeded in integrating an international provider like Prime Video under active measurement via server-to-server integration."

Prime Video's VoD offerings will be included in the AGF SCOPE ex-post analysis tool beginning in November, with corresponding adjustments to the AGF REACH PLANNER® database. The implementation utilizes Nielsen's server-to-server solution for active, content-specific measurement of Prime Video's ad-supported content.

The measurement framework enables reporting at title and format levels, providing granular insights previously unavailable through passive measurement methods. According to Nils Gräf, Managing Director at Amazon Ads Germany, "Through the server-to-server integration, advertisers and media planners can access neutrally measured insights at title and format levels—a advancement that enables differentiated analyses of individual formats and opens up new strategic planning possibilities."

Technical methodology differences

The new active measurement differs fundamentally from passive measurement that has been available since September 2024. Previously, Prime Video usage was captured through AGF's GfK router measurement based on the AGF panel, which provided planning options at the target group level but faced technical limitations in distinguishing content types.

Router-based measurement could not differentiate between series, films, livestreams, or advertisements when evaluating HTTPS URLs. The passive method included co-viewing measurement directly within the AGF panel, accounting for multiple viewers watching together.

The active measurement implements a hybrid methodology combining Nielsen and AGF panel data with census data at a granular level. The server-to-server integration between Prime Video and Nielsen merges data into the AGF panel, similar to other streaming services. This approach enables content-specific reporting down to title and format levels for the first time.

Prime Video's offerings are now available in all AGF software products providing integrated convergence data to the market. Co-viewing measurement remains under development by AGF and will be implemented in a subsequent phase.

Measurement scope and differences

Important distinctions exist between active and passive measurement results. Different technological and methodological foundations mean the two measurement types may produce varying results. Router-based measurement captures all transmitted content including advertising and trailers, while active measurement initially focuses exclusively on Prime Video's ad-supported VoD content.

Nielsen certified Prime Video's offerings according to uniform parameters, ensuring comparability with other providers in the AGF system. The technology relies on the same methodological setup used for other digital offerings, including SDK- or Cloud API-based measurements.

The integration positions AGF as a trusted authority pursuing unified, transparent, and comparable measurement standards. According to AGF, this foundation supports a future cross-media campaign standard increasingly demanded by the market.

Industry response

Representatives from advertising and advertiser associations characterized the integration as significant progress toward cross-media measurement standards. Klaus-Peter Schulz, CEO of Die Mediaagenturen e.V., stated: "The integration of a global streaming provider like Prime Video into the AGF measurement system is a decisive step toward the cross-media standard that has been demanded for years."

Susanne Kunz, General Manager of OWM – Organisation Werbungtreibende im Markenverband, described the integration as "an important signal toward including international platforms under neutral and comparable standards." She emphasized the urgency of transparency and comparability in the fragmented video market.

Kristina Bulle, CMO and Vice President Brand Building at P&G DACH and OWM Board Member, noted: "As an advertising company, we have long advocated for comparable, valid, and cross-provider measurement standards. The integration of Prime Video into the AGF system is a significant step forward on this path."

According to Bulle, "Only with independently collected, comparable metrics can we evaluate campaign effectiveness comprehensively across all channels and manage our marketing efficiently."

Context for marketing professionals

The integration addresses long-standing challenges in video measurement comparability. Amazon held its first German upfront event on June 4, 2025, announcing that Prime Video maintains an average monthly ad-supported reach exceeding 17 million customers in the German market.

The measurement advancement comes as Nielsen launched CTV tracking capabilities in Germany beginning August 2025, covering major platforms including Amazon Prime Video, Netflix, and YouTube. This infrastructure supports advertiser demand for cross-platform competitive intelligence and performance optimization.

Amazon has enhanced streaming TV ad transparency with show title reports since August 2024, enabling advertisers to verify ad placements and assess performance with precision previously unavailable in streaming environments.

The German market serves as a crucial testing ground for Amazon's advertising innovations. Recent Nielsen research shows 77% of Germans use video streaming services weekly, representing a seven percentage point year-over-year increase.

Prime Video's advertising tier contributed to industry-wide streaming cost reductions, with CPM rates declining significantly across major streaming platforms following Amazon's market entry. The shift began when Amazon defaulted all Prime Video subscriptions to include advertisements in January 2024.

The AGF integration provides standardized measurement crucial for campaign evaluation across fragmented video environments. Industry measurement standardization efforts continue advancing transparency and comparability, with the Media Rating Council developing comprehensive standards for digital advertising auctions.

Connected TV spending is projected to reach $33.35 billion in 2025, with 72% of marketers planning increased programmatic investment. CTV budget allocation is expected to double from 14% in 2023 to 28% in 2025.

The German implementation demonstrates how international platforms can participate in local measurement systems while respecting market conditions. Deutsche Telekom and RTL expanded their streaming partnership in January 2025, with AGF Videoforschung's market standard measurement showing RTL+ surpassing six million paying subscribers.

The active measurement framework positions advertisers to evaluate Prime Video campaigns alongside other platforms using consistent methodologies. Nielsen's Big Data + Panel measurement system merges data from 42,000-home panel with inputs from 45 million households and 75 million devices, processing over 100 terabytes of data daily.

The integration's technical implementation addresses measurement challenges that have plagued cross-platform campaign evaluation. European streaming data reveals that less than 0.1% of content accounts for approximately 14% of total viewing time across major platforms including Amazon Prime Video.

Prime Video's participation in AGF measurement enables advertisers to access comparable data for planning and optimization. Amazon released exclusive reach measurement for streaming TV inventory in December 2024, enabling advertisers to quantify how effectively their streaming TV investments extend beyond existing audiences.

The November 2025 implementation provides advertisers with neutrally measured insights supporting strategic planning decisions. According to industry associations, international providers joining joint measurement systems strengthens advertising markets through standardization and transparency.

Timeline

• September 2024: Prime Video passive measurement data becomes available in AGF REACH PLANNER® for strategic planning
• October 28, 2025: AGF Videoforschung and Amazon announce Prime Video integration into standardized measurement framework
• November 2025: Prime Video ad-supported VoD data integrated into AGF SCOPE ex-post analysis tool
• August 2024: Amazon enhances streaming TV ad transparency with show title reports for Prime Video and Freevee
• June 4, 2025: Amazon holds first German advertising upfront event announcing 17 million monthly Prime Video ad-supported reach
• August 2025: Nielsen launches CTV tracking capabilities in Germany covering major platforms including Prime Video
• January 2025: Deutsche Telekom and RTL expand streaming partnership with AGF measurement showing RTL+ growth
• September 2025: Nielsen launches Big Data + Panel measurement processing over 100 terabytes daily

Summary

Who: AGF Videoforschung, Amazon, and Nielsen as technical service provider collaborated on the integration. Industry associations including Die Mediaagenturen e.V., OWM – Organisation Werbungtreibende im Markenverband, and P&G DACH representatives endorsed the development.

What: Prime Video's ad-supported video-on-demand content was integrated into AGF's standardized video audience measurement system using server-to-server technology. The active measurement enables content-specific reporting at title and format levels, replacing passive router-based measurement limitations.

When: AGF announced the integration on October 28, 2025, with Prime Video data scheduled for inclusion in AGF SCOPE beginning November 2025. Passive measurement data has been available since September 2024.

Where: The integration applies to the German market, where AGF Videoforschung operates as the Joint Industry Committee for video audience measurement. Prime Video maintains over 17 million monthly ad-supported customers in Germany.

Why: The integration establishes comparable, neutral measurement standards for international streaming platforms participating in local markets. It addresses advertiser demands for transparent, standardized metrics enabling comprehensive campaign evaluation across fragmented video environments, supporting the development of cross-media campaign standards.