Fox Executive Calls Rival Netflix's Viewership Figures Misleading
05 February 2019 - 9:02AM
Dow Jones News
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)
Copyright (c) 2019 Dow Jones & Company, Inc.
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