A Former Netflix Exec Now MarketCast Custom Research, Insights Head


A former Netflix research leader has been appointed SVP of research and insights at a major audience research company serving such companies as ViacomCBS, NBCUniversal and Comcast.

She’ll be tasked with running all MarketCast research across TV, streaming, sports and brand clients around the globe.

Taking the role of Corporate Senior Vice President of Custom Research and Insights is Zoë Friend. In her new role, Friend will lead MarketCast’s custom research practice across all of its business segments and will be responsible for guiding its future direction.

“Zoë’s experience building a high performing research team at one of the world’s most tech forward media companies will be invaluable as we continue to aggressively grow and transform our business,” said MarketCast CEO John Batter. “Zoë brings the right balance of research acumen and client service expertise to our lineup, and we are thrilled that she has chosen MarketCast as the next chapter in her life and career.”

MarketCast works with most of the major broadcasters and cable operators in the U.S. to conduct audience research, including ViacomCBS, NBCUniversal and its parent, Comcast. Specifically, it conducts a wide range of custom research and brand tracking for both national and local broadcasters, including research studies about specific programs and shifting audience behaviors.

Friend since September 2015 led the Netflix Content and Marketing Research and Insights practice. Before that, she served as SVP/Worldwide Research and Strategy for Paramount Pictures.

Friend began her career in London and was schooled in Birmingham, England.