Nielsen (NLSN) Set to Begin Gathering Netflix, Amazon Prime Viewing Data (NFLX) (AMZN)

Key online video providers will begin seeing customer viewing metrics get a little more attention later this year.

Bloomberg noted late Tuesday that Nielsen (NYSE: NLSN) will begin measuring Netflix (Nasdaq: NFLX) and Amazon Prime (Nasdaq: AMZN) metrics.

During an interview on Tuesday, Nielsen CEO Mitch Barns commented, That will be the last significant portion of overall television content viewing that we don’t already measure ... We really will have a full set of capabilities in the market to measure what we call the total audience across all screens, devices and platforms.

The Nielsen set-top boxes have been listening to shows and sharing data with select clients.

In the past, Netflix and Amazon have been unwilling to share viewership metrics, which has helped each to negotiate licenses for movies and reruns. One rep for Netflix noted that the company doesn't need to reveal viewer data given that it doesn't sell ads or pay fees to cable operators.

Nielsen's technology doesn't work for original series programming.

Shares of Nielsen are flat in early trading Wednesday.

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