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The Dutch TV industry body, the SKO, has started releasing online TV viewing figures.
It is the first time in the world that any such figures have been made available, and it has been hailed by digital marketers as a huge opportunity to gain unprecedented insights into the viewing habits of the Dutch public.
The viewing figures are released daily and show how many people are watching programmes online in the Netherlands.
Online TV adverts will be included in the viewing figures within the next few months.
A spokesperson from Dutch TV Broadcasters commented on the news, saying: “SKO now report online video measurement enabling broadcasters to monetize all screens. We are proud to be the first country in the world to report the level of viewing at this granular level.”