Netherlands: NMO launching Total Video insights
February 23, 2026
On April 6th, the National Media Onderzoek (NMO) will launch Total Video, an expansion of its TV and video audience measurement that from then on will capture all types of viewing behaviour in the Netherlands: linear, time-shifted, and on-demand. This launch marks the second phase of the NMO Viewing measurement, conducted by Kantar Media, and adds online viewing on all screens to viewing on the big screen.
NMO Total Video provides insights into all forms of viewing behaviour. The research combines data from panel studies with various measurement tools and sources, such as census data from participating broadcasters. NMO thus records linear, time-shifted, and on-demand viewing across all devices and platforms, including smartphones, tablets, streaming services, broadcaster apps and TV sets.
Patricia Sonius, managing director of NMO, commented: “NMO Total Video offers a future-proof and reliable dataset of viewing behavior—linear, time-shifted, and on-demand – across all imaginable screens and devices. This enables us to capture all types of viewing behavior. The first operators, video parties, and platforms are already on board – and this is just the beginning. The launch marks a solid start full of opportunities for further growth together. We look forward to more parties joining soon to make the whole even stronger.”
More opportunities to reach target audiences
With the expansion of the NMO TV and Video audience measurement, media agencies and advertisers gain better insights into where their target audiences can be reached. Additionally, the updated research will provide insights into changes in viewing behaviour:
New in this phase is the reporting of VoD and Video Sharing Platforms (VSP), where total viewing time for VoD and VSP is reported. Within VoD, viewing time for ad tiers – the ad-supported segments – of the parties funding NMO is broken down by brand. Premium tiers (without ads) and VoD platforms not financially contributing to the research are reported under ‘Other VoD Platforms’. NPO Start is an exception and participates as a streaming service both with and without advertisements.
Viewing of VSPs, such as YouTube, Instagram, and TikTok, is reported as a whole (‘VSP Total’).
The final figures for NMO Total Video are available thirteen days after the broadcast day. Market parties using the data to evaluate TV programmes and campaigns have access to preliminary viewing figures immediately after the broadcast day, which are then further updated daily.
Starting April 7th, NMO will publish the preliminary viewing figures for the previous day daily. These preliminary viewing figures only cover viewing behaviour on the big screen. A second publication will follow a week later, which will also include time-shifted viewing on the big screen (this is similar to NMO’s current publication); even then, the figures will still be preliminary. The complete and comprehensive picture of viewing behavior across all platforms and devices, both live and time-shifted, will be available after thirteen days.
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