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Germany’s AGF Videoforschung will, for the first time, include Amazon Prime Video in its standardised audience measurement framework, marking a major step toward unified cross-media measurement. Beginning in November, viewership data from Prime Video’s ad-supported video-on-demand (AVOD) content will be incorporated into AGF’s analytical tools, enabling advertisers and media planners to evaluate the platform alongside traditional TV and other streaming services.
AGF confirmed that this integration makes it the first audience measurement organisation globally to include an international streaming platform in a standardised, certified, and neutral measurement system through server-to-server technology. The development positions AGF as a central, trusted authority in the German media landscape and represents a breakthrough toward consistent audience metrics across linear and digital environments.
The integration is part of AGF’s ongoing digital measurement framework, developed in partnership with Nielsen. Together, they have implemented a server-to-server-based solution that enables the active, content-level measurement of Prime Video’s offerings. Initially, the reporting will focus on advertising-supported content, with the potential for expansion later.
Prime Video’s inventory has been certified by Nielsen under uniform parameters, ensuring that its data is comparable with that of other services measured by AGF. This cooperation creates a transparent and standardised foundation for evaluating streaming performance within Germany’s advertising market.
Until now, Prime Video consumption was recorded via AGF’s GfK router measurement, a method limited to analysing HTTPS traffic data without distinguishing between genres or content types. The new hybrid methodology combines AGF and Nielsen panel data with census-level data obtained through direct server integration, allowing for much finer granularity.
For the first time, AGF can provide content-specific reporting down to title and format level, giving advertisers access to detailed insights about how viewers engage with specific Prime Video shows, films, and ads. Initially, only ad-supported VOD titles are included, but this framework lays the groundwork for broader coverage in the future.
AGF CEO Kerstin Niederauer-Kopf described the agreement as a landmark moment:“Integrating an international player like Prime Video into active measurement via server-to-server technology shows that even global platforms recognise local market standards and value joint measurement systems. It’s a strong signal for trust, collaboration, and standardisation.”
Nils Gräf, Managing Director at Amazon Ads Germany, highlighted the benefits for advertisers:“We’re very pleased to see Prime Video integrated into AGF’s active measurement. It allows advertisers access to neutral, title-level insights on premium content such as Amazon Originals, blockbuster films, and hit series — enabling more strategic and precise campaign planning.”
With the inclusion of Prime Video, AGF strengthens its ambition to provide a comprehensive, cross-platform measurement system encompassing television, broadcaster VoD, and global streaming services. The partnership brings greater comparability and transparency for advertisers and media buyers, ensuring that campaign reach and engagement can be evaluated consistently across different viewing environments.
This collaboration between AGF, Nielsen, and Amazon represents a significant advancement for the European media industry — aligning international streaming services with local measurement standards and setting a model for future integrations elsewhere.
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