They're pouring more money into Hollywood-style entertainment but want streamers to share more data. An industry effort is underway to standardize measurement of brand films. Brands are joining the chorus of content producers and creators demanding more audience data from Hollywood entertainment giants. Without transparency from the streamers, brands and their agencies rely on other measurements, some quantitative, some qualitative — typically a mix of things like critical reviews, social chatter, earned media, and sentiment. Most streamers don't show viewership data, so "you never really know how many people saw it," said Marc Gilbar, who leads Imagine's brands division.

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Persons: Saint Laurent, who've, Gamble —, Brian Newman, REI, Hulu doesn't, Kyra Sedgwick, Paolo Mottola, Mottola, Megan Wells, who's, Ron Howard, Brian Grazer's, Marc Gilbar, Kimberly Doebereiner, Doebereiner Organizations: Hollywood, Brands, Pepsi, Companies, Procter, HBO, Unilever, Netflix, Hulu, Sundance Film, Brand Storytelling, G Studios Locations: Hollywood