Glance has integrated National Media Onderzoek's (NMO) Total Video measurement dataset into its services to provide cross-platform audience analysis for the Dutch market. This partnership allows clients to track linear, time-shifted, and on-demand viewing behaviors across multiple devices and platforms.
The integration provides a standardized, census-backed dataset for a key European test market where linear viewing is declining. For international buyers and platforms, this moves beyond isolated panel data toward a unified 'Total Video' currency that accounts for fragmented consumption across CTV and mobile devices. This collaboration suggests a growing demand for harmonized cross-border measurement as streaming platforms increasingly adopt ad-supported tiers. Watch for whether other European Joint Industry Committees (JICs) adopt similar international representation models to compete with the proprietary measurement silos of global tech giants.
The partnership arrives as the Dutch media landscape undergoes a fundamental measurement shift. According to NMO data from March 2024, the transition to the updated NMO Kijkonderzoek (TAM) system has already highlighted an autonomous decline in linear viewing time, particularly among the 20-49 and 35-49 demographic segments. To address this fragmentation, the NMO—a 'Super-JIC' formed by the merger of organizations governing audio, video, and digital standards—awarded Kantar and Ipsos the contracts in March 2021 to build what it describes as the world's first truly integrated cross-media audience measurement solution.
Technological refinements continue to evolve within this framework. Per reports from MRWeb in October 2024, the NMO recently implemented Kantar Media’s watermarking technology to specifically identify and exclude addressable TV ads from linear statistics to prevent double counting. While addressable reporting is currently excluded from the main currency, NMO leadership has indicated that its inclusion remains a future objective. This aligns with broader efforts by Glance’s parent company, Médiamétrie, which announced in late 2023 that it would begin delivering video platform audience data for YouTube, Netflix, Disney+, and Amazon Prime Video using Nielsen technology to provide comparable indicators across all TV and digital screens.
Furthermore, the Dutch market remains highly competitive for international streamers. Telecompaper research from July 2026 indicates that Netflix maintains the highest spontaneous brand recognition at 64%, followed by RTL’s local service Videoland at 49%. By representing NMO’s data internationally, Glance provides the granular visibility needed for these global players to benchmark their performance against local incumbents accurately.
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