Nielsen, the global audience measurement and analytics firm, and Roku, a leading TV streaming platform, announced an expansion of their long-term strategic partnership aimed at providing advertisers with a more complete view of streaming audiences.
The expanded agreement will integrate Roku’s data into Nielsen’s advanced campaign measurement and outcome solutions. Roku streaming now accounts for more than 21% of all TV viewing, giving advertisers an increasingly precise picture of audience behavior across both linear and streaming platforms.
Under the multi-year deal, Nielsen will continue incorporating Roku’s large-scale TV data into its Big Data + Panel measurement system. This system blends traditional panel data with streaming insights. The integration will enhance the accuracy of campaign performance metrics for advertisers. It applies to campaigns running on Roku and across the broader TV landscape.
Additionally, Roku will gain access to Nielsen’s Streaming Platform Ratings, which tracks audience engagement across both subscription and ad-supported services. Nielsen reports that roughly seven in 10 streaming hours are now ad-supported. This trend highlights by the continued growth of The Roku Channel, Roku’s free ad-supported app.
The channel has become the second-largest streaming app in terms of ad-supported TV time, underscoring the shift toward ad-driven viewing.
“With our leadership in streaming measurement and this data from Roku, we are providing the most accurate view of what audiences are watching across all of TV,” said Ameneh Atai, GM of Audience Measurement at Nielsen. “This partnership combines Nielsen’s expertise in streaming measurement with Roku’s category leadership to give marketers the granular insights they need to grow their brands and drive results.”
Sarah Harms, Roku’s vice president of marketing and measurement, emphasized the impact for advertisers.
“Our extended partnership with Nielsen will further our goal of a better TV advertising system focused on interoperability and performance. Together, we’re elevating streaming measurement to ensure advertisers and publishers have access to best-in-class insights,” she said.
The announcement highlights Nielsen’s ongoing innovations in audience measurement. Earlier this year, the company achieved accreditation for its Big Data + Panel measurement, following its November 2024 accreditation for first-party live streaming. Nielsen also expanded its out-of-home (OOH) measurement to cover 100% of the U.S. contiguous TV population.
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