Observed Signal · Nov 4, 2026 · Partnership · Source: DWDL · Impact: 4/5 · Sentiment: Positive
AGF and Disney discuss integrating Disney+ into viewership measurement
The AGF Videoforschung and Disney are in talks to potentially integrate the streaming service Disney+ into the AGF's active audience measurement system. Both companies are examining the prerequisites for such an integration, which would provide more transparency in streaming usage and make Disney+ viewership data visible to the advertising market. No concrete timeline has been announced. This follows similar moves by competitors like Prime Video, which is already measured by AGF, and Netflix, which has expressed interest but has yet to integrate. The AGF aims to establish a unified, independent market standard for cross-platform video measurement.
This development signals a significant step towards a unified cross-platform viewership standard in Germany, which is critical for ad agencies and advertisers. It could also pressure Netflix to integrate, further consolidating streaming measurement.
Track AGF Videoforschung Signals & Market Shifts in Real-Time
Polaris7 autonomous intelligence agents track regulatory filings, primary sources, executive changes, and deal flow 24/7. Create your Polaris7 workspace to monitor these entities.
Key Takeaways & Evidence Grounding
- AGF Videoforschung and Disney are discussing the integration of Disney+ into the AGF audience measurement.
- Both companies are evaluating the prerequisites for a possible integration according to AGF standards.
- No specific timeline for the integration has been announced.
- Prime Video is already measured by AGF, while Netflix has expressed interest but not yet integrated.
- Disney's Julia Schörner emphasizes the importance of making Disney+ usage visible for the advertising market.
Connected Companies & Entities
4 Entities mapped“AGF Videoforschung is in talks with Disney about integrating Disney+ into its audience measurement.”
“Disney and AGF are examining the prerequisites for integrating Disney+ into the active AGF measurement.”
“Netflix has expressed interest in AGF measurement but has not yet integrated.”
“Prime Video, a competitor, is already measured by AGF.”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Amazon Prime Video Joins AGF's Measurement Revolution
AGF Videoforschung and Amazon have announced a major step in German video measurement by placing Prime Video within AGF's certified, neutral, and comparable measurement system. For the first time, Prime Video's VoD data will be included using a server-to-server integration with Nielsen, enabling active, content-specific measurement beyond the previous router-based approach. The integration standardizes Prime Video data in AGF's analytics framework and allows title- and format-level analyses of series, films, and formats. The data will be integrated into AGF's analysis tool in November 2025, expanding cross-media measurement capabilities. The move is seen as a step toward a unified cross-media standard and has been welcomed by industry figures, including Susanne Kunz of OWM, who highlights transparency and comparability in the fragmented video market. Nils Gräf of Amazon Ads Deutschland notes that advertisers and media planners will gain access to neutrally measured data at the title and format level, a development described as a significant advancement for measurement in Germany.
Disney+ Embraces Independent Measurement for Enhanced Ad Insights
Disney+ and measurement vendor Audienceproject have implemented a server-to-server integration that lets campaign data from Disney+ be matched directly with Audienceproject’s panel data. The change — an extension beyond a pixel-based approach announced at end of 2024 — is intended to make measurement more robust, simplify advertiser implementation, and improve privacy compliance. Audienceproject (founded 2010 in Copenhagen) positions itself as an independent reach and cross-channel measurement provider. The direct integration launches in the UK, Germany, France, Italy and Spain, with additional markets planned. German media agency Add2 GmbH has expanded its collaboration with Audienceproject and will use the vendor’s cross-media measurement and audience-verification tools to validate campaign delivery against defined target groups.
AGF expands Prime Video integration to live events
AGF Videoforschung is expanding its measurement of Prime Video to include live event livestreams within the AGF video-measurement standard. Building on an existing server-to-server connection with Amazon, the extension will report live sports streams (starting with Wimbledon at the end of June 2026) under the same quality and transparency criteria applied to other measured providers. AGF says the move is intended to make different video offering formats comparable and to increase market transparency for advertisers and media agencies. The integration could later cover additional sports rights on Prime Video such as UEFA Champions League and NBA broadcasts.
Receive all future signals for AGF Videoforschung & competitors in your briefing
Never miss material M&A deals, leadership changes, account wins, or product rollouts. Polaris7 monitors 20,000+ primary sources 24/7, delivering verified telemetry directly into your executive briefing.