Navigating the Complexities of Cross-Platform Metrics: The European Video Measurement Matrix

Emmanuel Josserand Brand, Agency and Industry Relations

As we kick off the new year, the FreeWheel Council for Premium Video, Europe (FWCE) has released its latest output: The European Video Measurement Matrix.

The latest insights from the European advocacy group bring together methodologies and capabilities from some of Europe’s main players in today’s complex cross-platform measurement landscape to provide a unique overview of audience and verification metrics for the premium video industry.

Continuing our efforts both in the U.S. and in Europe to bring clarity to an ever-evolving industry, in particular on the topic of premium video measurement, this latest output is aligned to previous FreeWheel Council positions currently available on our website.

While many initiatives are underway, there is little industry cohesion or unified measurement standard. Fragmentation of viewing means that a single currency for premium video is unlikely and bad behavior in the non-premium digital world has created the need for more comprehensive verification against media investment. However, coverage and consistency across all video platforms (especially those where viewability is high and fraud is non-existent) and providers create further market tension and inefficiencies. From brand, agency to platform, publishers and measurement providers, it is in the interest of all parties to better work together and bring clarity to the market.

“The rapid changes in the premium video sector create many complexities and challenges in the development of measurement solutions,’’ expressed Virginie Dremeaux, Digital Marketing & Development Director at CANAL+ Régie. ‘’The FWCE’s European Video Measurement Matrix allows the industry to see how metrics are evolving and moving beyond existing baseline standards to generate more valid and accurate data.”

The European Video Measurement Matrix reveals two key components of the measurement landscape: audience (linear and digital) and verification metrics. In particular, it shows:


  • The technology/methodology used by audience and verification providers
  • The current metrics used to measure audiences for premium video
  • How these metrics work across different platforms – TV, mobile, desktop, VOD and OTT, and cross-platform

As our previous research has found, the complexities and challenges of providing cross-platform measurement solutions are a major focus for brands, agencies and the industry at large. The European Video Measurement Matrix delivers a more complete picture of the current measurement landscape across Europe, lessening the confusion around what is on offer, and providing a starting point for future discussion on how these metrics should evolve.

The FWCE stands ready to work with industry bodies and key stakeholders to adapt to this new video measurement landscape where screens and wires should be just details.

The European Video Measurement Matrix can be viewed and downloaded here.

Note that this first edition of the European Video Measurement Matrix is for illustrative purposes only, it is not intended to be exhaustive. Inclusion/exclusion of any provider or methodology is not intended to imply approval/disapproval by the FreeWheel Council for Premium Video or any of its members.