The AGF Videoforschung GmbH and The Walt Disney Company are currently evaluating the prerequisites for a possible integration of the Disney+ streaming service into the active AGF measurement system.
Assessing the Disney+ Integration
- The AGF Videoforschung and Disney Advertising are reviewing the necessary standards to incorporate Disney+ into the independent German video measurement framework.
- Existing linear partnerships already include the Disney Channel and National Geographic channels within the standard AGF TV measurement system.
- The initiative targets transparent rules and comparable audience data across all distribution channels for advertisers, agencies, and providers.
Expanding the AGF Measurement Standard
The move marks another step by AGF Videoforschung to bring major international streaming platforms into its independent video research framework. As commercial tiers expand across subscription streaming services, demand from advertisers for verified, independent audience numbers has increased across the market. The organization has already integrated Amazon Prime Video and DAZN into its active systems, while discussions with Netflix remain ongoing.
The Walt Disney Company already operates established channels such as the Disney Channel and National Geographic within the existing linear television measurement. According to AGF Videoforschung, the current evaluation focuses on extending that established cooperation directly into the streaming environment.
Evaluating the Commercial Value of Streaming Data
Providers, agencies, and advertisers need transparent rules and comparable data they can rely on. Kerstin Niederauer-Kopf, chairwoman of the management board of AGF Videoforschung, emphasized the goal of a common, independent market standard for video. Disney+ is an important component of the German moving-image market,
Niederauer-Kopf stated, noting that the shared evaluation moves the industry closer to a unified measurement standard across all distribution channels. She added that moving together toward an integration under the rules of the AGF measurement standard brings the industry further along on the path toward a more comprehensive video measurement.
On the corporate side, Disney Advertising views the prospective measurement as a vital tool for the advertising sector. Julia Schörner, Vice President Disney Advertising GSA, highlighted the broad audience reached by the platform’s portfolio—which spans Disney, Pixar, Marvel, Star Wars, National Geographic, Hulu, FX, and ESPN. For us, it is therefore important to make this usage more visible and classifiable for the advertising market,
Schörner explained regarding the ongoing review, supplementing that Disney+ connects viewers around the world with a unique collection of award-winning general entertainment content, top-tier family entertainment, and global sports content from ESPN, alongside the brand’s incredible catalog of film and TV classics and the newest films from the Walt Disney Studios.
Platforms Evaluate Integration into German Measurement Standard
While Amazon Prime Video and DAZN already participate in the AGF system, discussions with Netflix are ongoing. The potential inclusion of Disney+ would add Disney’s catalog of film and TV classics and the newest films from the Walt Disney Studios to the independent German measurement.
Both companies confirmed that the current phase is strictly an examination of the prerequisites for a possible integration under the rules of the AGF measurement standard.
| Platform / Partner | Integration Status | Measurement Scope |
|---|---|---|
| Disney Channel & National Geographic | Active | Linear TV Measurement |
| Amazon Prime Video | Active | AGF Streaming Measurement |
| DAZN | Active | AGF Streaming Measurement |
| Netflix | In Discussions | Pending Evaluation |
| Disney+ | Under Review | Active Streaming Integration |
The evaluation leaves open how quickly the prerequisites can be clarified between the research organization and Disney Advertising.
