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1 year ago, we told you about Mediametrie's new audience measurement initiatives. In particular, its intention to provide audience data for video platforms such as YouTube, Netflix, Disney+, Prime Video, etc., using new technologies from its partner Nielsen. The aim is for these platforms to be measured by an external third party, rather than by themselves, using the same indicators as TV channels.

cross media committee

A cross-media video committee, including the industry giants

Well, the subject is moving forward, with the establishment in 2025 of a cross-media video committee, including streaming platforms such as Amazon, YouTube, Netflix and Disney+, to harmonize audience measurements between TV channels and digital platforms. 


This initiative, announced by Médiamétrie CEO Yannick Carriou, aims to meet advertisers' expectations by establishing comparable and transparent methods for assessing the performance of different video media.

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Objectives and background

- Streaming platforms are growing rapidly, making it essential to have a unified method for measuring audiences and advertising across all formats (TV, smartphones, tablets, computers). 
YouTube, for example, claims to be “the number one video destination in France among 15-49 year-olds”, ahead of traditional TV channels (see interview with Isabelle Allanche, Director of YoutubeAds in France). This assertion was refuted by the SNPTV (Syndicat National de la Publicité Télévisée), with figures to back it up, demonstrating that television remains well ahead in terms of audience and viewing time among this age group. This debate about figures and marketing formulations clearly demonstrates the importance of independent, unified audience measurement! 

- The cross-media committee will include around 25 players from agencies, advertisers, publishers and advertising sales houses, guaranteeing appropriate and inclusive methodologies. 

- Since early 2023, France has been a pioneer in multi-screen audience measurement. This system will gradually be extended to streaming platforms and digital advertising, with the introduction in 2025 of editorial measurement for platforms, followed by advertising measurement. This transition will take place progressively via test phases. 

The project, supported by executives such as Stéphane Grenier (Amazon Ads France) and in line with the European Media Freedom Act, could become a benchmark for other countries. It responds to a crucial demand from advertisers: to have reliable, comparable data across all media, thereby reinforcing the confidence and performance of the media market.

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