Connecting the media industry with the audiences it serves
Since 2015, the Quality Viewership Initiative has brought together organizations and individuals from across the film, television, distribution, technology and audience-measurement ecosystem. Our aim is to create an informational feedback loop between the professional media industry and the audiences it serves, so that content can be better understood in relation to how viewers actually experience it.
About the Initiative
The Quality Viewership Initiative (QVI) was established in 2015 as a not-for-profit initiative. Its purpose is to improve understanding between audiences and the organizations that create and distribute professional video entertainment.
QVI supports research and projects that help explain how audiences experience film, television and streaming content. Rather than speaking for any single company, the initiative provides a shared, neutral setting in which participants from across the industry can contribute to a better collective understanding of viewing.
The Feedback Loop
QVI helps create structured ways for viewers to contribute information about their viewing experiences, preferences and expectations. That information is studied and aggregated so it can inform the wider media ecosystem. The general concept can be summarised as a continuous cycle:
Individual QVI projects differ from one another, and not every project collects the same type of information. What each project studies depends on its specific research purpose.
Who Participates
QVI brings together a broad range of organizations and individuals connected with the professional media ecosystem, including:
- Film studios
- Television broadcasters
- Producers
- Distributors
- Cable and satellite operators
- Talent organizations
- Technology companies
- Media and measurement companies
- Researchers
- Industry professionals
- Independent developers
- Enthusiasts and hobbyists
Since 2015
- 2015 — Initiative established The Quality Viewership Initiative was founded as a not-for-profit industry initiative.
- 2016–2019 — Early audience research and technology projects Initial work exploring audience measurement and viewing-experience research.
- 2020–2023 — Expansion into streaming and digital viewing environments Widening the scope of research to reflect changing viewing habits.
- 2024–Present — Continued audience measurement, research and technology initiatives Ongoing projects across measurement, research and media technology.