In a landmark move for audience measurement in Germany, AGF Videoforschung and Amazon have announced the integration of Prime Video into AGF’s standardised national ratings system.
For the first time, viewing data from Prime Video’s advertising-funded video-on-demand (VOD) offering will be included in AGF’s official reach measurement, marking a major step towards a comprehensive cross-media standard.
From November, Prime Video’s ad-supported VOD data will be incorporated into AGF’s ex-post analysis tool AGF Scops, with the database of the AGF Reach Planner adjusted accordingly. AGF is now the world’s first Joint Industry Committee (JIC) to integrate an international streaming platform into its standardised measurement framework using server-to-server (S2S) technology.
The integration, realised in cooperation with service provider Nielsen, enables active, content-specific measurement of Prime Video’s ad-supported VoD catalogue. The S2S-based approach applies the same methodological principles used for other digital platforms within the AGF system, such as SDK- or cloud-API-based measurements. Nielsen has certified Prime Video’s data according to uniform parameters to ensure comparability with other publishers.
“It’s a major milestone to have successfully brought an international player like Prime Video under active measurement via server-to-server integration,” said Kerstin Niederauer-Kopf, CEO of AGF Videoforschung. “This collaboration shows that global platforms are willing to respect local market conditions and participate in joint measurement systems. It’s a strong signal of trust, cooperation and standardisation.”
Nils Gräf, Managing Director, Amazon Ads Deutschland, added: “We are delighted to see Prime Video integrated into AGF’s active measurement – this is an important step forward. Prime Video offers premium inventory, including award-winning Amazon Originals, blockbuster films and popular series. Thanks to this integration, advertisers and media planners will gain access to independently measured data at title and format level, enabling deeper analysis and new strategic planning opportunities.”
Prime Video data has been available in the AGF Reach Planner since September 2024 for strategic planning, based on passive measurement via AGF’s GfK router panel. This approach captured overall platform use on a household basis but could not differentiate between specific content types such as series, films or advertising due to technical constraints.
The new active hybrid methodology combines AGF panel data with census-level S2S data supplied by Prime Video through Nielsen. This allows detailed analysis by title and format for the first time, while maintaining audience segmentation capabilities. Co-viewing detection – when multiple viewers watch together – is in development and will follow in a later phase.
