Netflix rejects “remarkably inaccurate” viewing data

"I hope no one is paying for it," Netlix head of content Ted Sarandos says of the NBC commissioned study into how many people are watching the streaming giant's shows

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The debate around Netflix’s mysterious ratings continues, with Netflix hitting back at NBC’s claims to have revealed the streaming service’s viewing numbers.

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Ted Sarandos, head of content at Netflix, has pooh-poohed the numbers, which used audio recognition software on mobile phones. 

“There’ a couple of mysteries at play for me: One, why would NBC use their lunch slot with [reporters] to talk about our ratings? Maybe because it’s more fun than talking about NBC ratings,” Sarandos told reporters. “The second is the methodology and the measurement and data itself doesn’t reflect any sense of reality of anything we keep track of.”

Sarandos also objected to the data’s focus on 18-49 year olds, a key advertising demographic that apparently means so little to the subscription-only Netflix, “I can’t even tell you how many 18-49 members we have.”

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“I don’t know why anyone would be spending so much time and energy,” Sarandos said. “Given what I believe is remarkably inaccurate data, I hope no one is paying for it.”