US: Huge merger that will change Hollywood’s streaming data is complete

As complaints in Hollywood about the lack of transparent streaming data grow, reports have now surfaced of a major merger that could change everything.

Two companies that specialize in the measurement of media consumption, ComScore and Rentrak, have merged, according to Variety, giving studios and networks another option for analytics outside of Nielsen, the largest audience measurement service and the go-to source for studios and leading advertisers for decades.

The merger combines Rentrak’s bread and butter (measures of video-on-demand, box office, set-top box data) along with ComScore’s (consumer web activity) to create a measurement platform that will show advertisers how audiences consume their entertainment on everything from the big screen and TVs to desktop computers and mobile devices.

According to Variety, ComScore will measure the behavior of more than 260 million desktop screens, 160 million mobile phone screens, 95 million tablet screens, 40 million television screens, 120 million video-on-demand screens, and 40,000 movie theater screens representing well over 100 million moviegovers.

Full content: Variety

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