Netflix, Amazon Prime Video, and YouTube are founding members of the Video Futures Collective, a new industry coalition designed to modernize audience measurement and improve advertising effectiveness across the fragmented streaming landscape. The VFC is transitioning from an informal think tank into a formalized organization expected to be operational by September 2026, with Disney Advertising also joining the group. The main objective of this coalition is to create shared standards for measuring audiences, a critical issue as streaming lacks standardized metrics unlike traditional TV which relies on Nielsen. This cooperation marks a strategic shift among rivals who fought each other for a decade during the streaming wars.
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