Audience measurement company Numeris has rolled out its Video Audience Measurement (VAM) tool nationally.

The analytics tool combines linear TV and digital data into a single database. The insights show how video content is watched by Canadian audiences across platforms and devices.

More than 95% of platforms in Canada are captured by VAM, according to a news release issued Monday (Oct. 6). These include YouTube, Netflix, Prime Video, Crave, Disney+, CBC Gem, Pluto, TikTok and illico+.

With the national rollout, VAM will provide standardized metrics across video platforms, which will enable “smarter decisions about content strategy, media planning and consumer segmentation,” read the release.

Numeris data continues to be measured through household samplings. The digital data is calibrated to census data, according to a spokesperson for Numeris.

Data from Numeris is used by Canadian broadcasters as a benchmark for audience viewership stats. VAM users include marketers, content publishers and media planners.

VAM was initially launched in the Ontario and Quebec markets.

“As Canadians embrace a rapidly evolving media landscape, the need for truly comprehensive video measurement has never been greater. National VAM is the answer,” said Numeris president and CEO Alicia Olson-Keating in a statement. “This transformative dataset seamlessly connects every screen and platform, providing Canada’s media industry with a singular, reliable source for understanding video audiences.”

Numeris is a not-for-profit Joint Industry Committee. Its board of directors includes executives from broadcasters such as CBC/Radio-Canada, Bell Media, Corus Entertainment, Rogers Sports & Media, Stingray and OUTtv.

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