Nielsen is planning to begin measurement of viewership ratings next month of television shows streamed on subscription online video services such as Netflix and Amazon Prime Instant Video. Nielsen will analyze the audio of programs to identify which shows are being streamed, a new measurement capability that does not require the approval of the streaming services. The data could impact how business is conducted between the services and the studios that license content.

The ratings firm is reportedly still working on a means of measuring video viewing via mobile devices.

“The effort is designed to help content owners learn more about the impact of licensing their programs to these streaming players,” reports The Wall Street Journal. “Big media companies have been generating revenue growth by selling Netflix and Amazon streaming rights to their TV shows, but some are worried that in the long run they could hurt their viewership on traditional, ad-supported television, where they still make the vast majority of their money.”

“Our clients will be able to look at their programs and understand: Is putting content on Netflix impacting the viewership on linear and traditional VOD?” said Brian Fuhrer, a senior vice president at Nielsen.

The new measurements could help shed light on the largely unknown viewing patterns on today’s streaming services.

“Netflix’s adamant secrecy about ratings has been a source of debate and deep speculation in Hollywood since the streamer stepped out in original content in 2013,” according to The Hollywood Reporter. “Not only is there a curiosity to know the kind of audiences that’s fueling Emmy love and pop-culture affection for shows like ‘Orange is the New Black,’ the lack of viewership data is something that will figure into negotiations with writers and actors as the young stable grows older.”