Rakuten TV is expanding its B2B FAST channel services into the US, Middle East, and Japan while targeting 2027 for the implementation of audience measurement in Italy. The company aims to provide verifiable data to advertisers to improve campaign performance and support the profitability of its growing international FAST operations.
The move to implement standardized measurement in Italy follows Rakuten TV's integration with BARB in the UK, signaling a shift toward the transparency required by high-tier advertisers. By providing verifiable ROI data, the platform aims to capture budgets migrating from linear broadcast to connected TV. This expansion into the US and Japan via the Enterprise division positions Rakuten as a technical infrastructure provider rather than just a consumer app, allowing it to scale without the massive content overhead of its larger rivals. Watch for whether this B2B pivot helps the company reach its goal of breaking even as it replaces underperforming channels with more targeted, data-backed programming.
Rakuten TV has announced plans to implement audience measurement in Italy by 2027. Confirmed by CEO Cédric Dufour at Mipcom, this initiative aims to provide the verifiable data necessary to compete for advertising budgets migrating from linear broadcast to connected TV, helping the platform scale its global B2B FAST operations.
Rakuten TV is targeting a 2027 launch for its audience measurement rollout in Italy.
The platform aims to provide verifiable ROI data to attract advertising budgets that are shifting from linear broadcast to connected TV.
Rakuten TV currently operates over 500 FAST channels across 43 countries, reaching approximately 150 million households.
The company is expanding its FAST channel licensing into the United States, the Middle East, and Japan.
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