Netflix, Amazon, and YouTube form new streaming coalition to reshape how ads are measured

Three companies that collectively reshaped how humans consume entertainment are now teaming up. Netflix, Amazon Prime Video, and YouTube are among the founding members of the Video Futures Collective, a new industry coalition designed to modernize audience measurement and improve advertising effectiveness across the fragmented streaming landscape. The VFC is transitioning from what had been an informal think tank into a formalized organization, with activity slated for early September 2026. Disney Advertising is also part of the group. Why rivals are sitting at the same table The streaming wars produced a lot of content, a lot of subscriber churn, and one very big problem: nobody can agree on how to count who’s watching what. Traditional TV had Nielsen. Streaming has a patchwork of proprietary metrics, self-reported numbers, and third-party estimates that often contradict each other. The VFC aims to fix this by creating shared standards for audience measurement. For markets like Australia, where the collective has been particularly active, fragmented viewership data has made it difficult for brands to allocate budgets efficiently. The bigger picture: streaming’s collaborative era T...