FOX Fox Corporation

By Joe Flint 

21st Century Fox Inc. executive John Landgraf took issue with data Netflix Inc. recently released on viewership of its movies and series, saying the information creates a false impression of the streaming-video company's success.

"Netflix is not telling you the whole story," Mr. Landgraf, chief executive of FX Networks, said at the semiannual Television Critics Association gathering in Pasadena, Calif. Its recent ratings releases are "not a remotely accurate representation," he said.

The comments come as Netflix is engaged in a bitter battle for talent and content with traditional Hollywood networks and production studios. Mr. Landgraf has previously criticized Netflix for its aggressive spending on content -- which is difficult for rivals like FX to match -- and its reluctance to share viewing data using the same measurement practices as the rest of the industry.

A Netflix spokesman declined to comment on Mr. Landgraf's remarks. Netflix executives have said the company has less reason to disclose traditional ratings because it doesn't sell advertising like most TV channels. Strong viewership figures, however, could boost Netflix's efforts to recruit top Hollywood talent.

In its most recent quarterly letter to shareholders, Netflix said it estimated its stalker drama "You" would be "watched by over 40 million member households in its first four weeks" on the platform. Netflix said "Sex Education," a British comedy, would post similar numbers. Those 40 million would watch at least 70% of one episode, the company said.

Those numbers suggest the shows are as popular as HBO's "Game of Thrones, " Mr. Landgraf said, but if the figures were expressed in the terms that are the TV industry's standard -- the average audience in any minute -- the ratings would be significantly lower, he said.

Citing Nielsen data, Mr. Landgraf said "You" has averaged about eight million viewers per-episode on Netflix over four weeks, which he said is still a very respectable number. "Sex Education" has averaged 3.1 million in its first two weeks on the site.

Mr. Landgraf said those numbers create a false narrative about the popularity of the shows within the media and the general public. "By reporting their singles as if they were homers and failing to ever report a single strikeout, they undercut an accurate perception of their batting average," he said.

On Monday, he said Netflix and other new competitors are the "rising monopolistic titans of Silicon Valley" with "their endless money cannons."

Last year, Netflix signed a long-term deal with producer Ryan Murphy, who has made several hits for FX including "American Horror Story."

Walt Disney Co. is in the process of acquiring the bulk of 21st Century Fox. FX is known for racy and dark content, a brand identity that Mr. Landgraf said he believes Disney will not change.

Disney Chief Executive Robert Iger also has said he would like FX to increase its output to help support Disney's own streaming strategy, Mr. Landgraf said.

21st Century Fox and Wall Street Journal parent News Corp share common ownership.

Write to Joe Flint at joe.flint@wsj.com

(END) Dow Jones Newswires

February 04, 2019 16:47 ET (21:47 GMT)

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