Prime Video becomes first streamer to join Barb’s CFlight measurement
October 8, 2026 11.15 Europe/London By Julian Clover


Amazon’s Prime Video is to become the first major streaming service included in post-campaign advertising measurement through Barb Ads Hub, bringing streaming campaigns into the same evaluation framework as linear television and broadcaster VOD.

Barb and Prime Video have begun the technical integration work, with the service expected to join the CFlight post-campaign measurement system during 2027, subject to completion of the necessary development.

The move will allow advertisers to evaluate campaigns running on Prime Video alongside those on traditional television channels and broadcaster streaming services, using a common measurement framework.

Barb will combine Prime Video’s first-party advertising data with demographic information from its audience measurement panel to assess campaign performance across different viewing platforms.

Prime Video has been included in Barb’s pre-campaign planning tools since June 2024. Netflix and discovery+ joined in September 2024, followed by Disney+ in March 2025.

However, Prime Video will be the first of the major streaming platforms to extend its participation into post-campaign evaluation, a development that could help advertisers assess the combined reach and effectiveness of campaigns spanning broadcast and streaming television.

“Bringing Prime Video into post-campaign evaluation is an important first step in delivering on that ambition,” said Luca Vannini, Barb’s Director of Partnerships and Communications.

“By combining Prime Video’s first-party signals with the demographic richness of Barb’s panel data, we can help the industry assess campaign performance across streaming services alongside linear and BVOD.”

Barb intends to bring other streaming services into the post-campaign system in due course.

Phil Christer, Managing Director of Amazon Ads UK, said the integration would provide advertisers with “trusted measurement in a currency that the industry already uses”, alongside greater transparency when planning and evaluating campaigns across streaming and linear television.

Launched in January 2026, Barb Ads Hub combines pre-campaign forecasting and optimisation with post-campaign reporting using the CFlight methodology.

The platform uses Barb audience data alongside first-party information supplied by participating media owners. It also supports automated reporting through an API, allowing advertisers and agencies to integrate measurement data into their own systems.

Developed and operated by RSMB, Barb Ads Hub is available to UK television advertising buyers and sellers through their existing Barb licences.

Barb also publishes daily estimates of UK households subscribing to the advertising-supported tiers of major streaming services.

The agreement marks a further step towards bringing global streaming platforms into the UK television industry’s established advertising measurement system, as broadcasters and streaming services compete for increasingly integrated advertising budgets.