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In a move set to redefine streaming measurement and advertising analytics, Nielsen and Roku have announced a significant multi-year expansion of their strategic partnership. This collaboration integrates Roku's extensive first-party TV data directly into Nielsen's core measurement solutions, aiming to provide advertisers with unparalleled accuracy and insight into the rapidly evolving streaming landscape.
Nielsen will integrate Roku's first-party TV viewing data, which represents over 21% of all TV viewing, into its advanced campaign measurement and outcome solutions.
The partnership grants Roku access to Nielsen's Streaming Platform Ratings, providing detailed insights into audience engagement across subscription and ad-supported services.
Data confirms The Roku Channel as the #2 streaming app by share of ad-supported TV time, highlighting the growth of free, ad-supported streaming TV (FAST).
The integration is designed to deliver more granular and accurate performance metrics for advertising campaigns running on Roku and across broader TV.
This alliance combines Nielsen's established measurement expertise with Roku's leadership in the streaming platform category to address industry demand for interoperable, high-fidelity insights.
The deal builds on recent Nielsen innovations, including accreditation for its Big Data + Panel measurement system now used as currency in Upfront transactions.
The expanded partnership centers on leveraging Roku's massive-scale TV data as a foundational input for Nielsen's Big Data + Panel methodology. This integration is crucial for measuring both linear and streaming ratings with greater precision. For advertisers, this translates into a more accurate and comprehensive view of campaign performance across the fragmented TV ecosystem.
Nielsen's analysis reveals a dominant trend: approximately seven in ten TV streaming hours are now ad-supported. This shift underscores the critical importance of measurement tools that can effectively navigate and quantify viewer engagement within ad-supported streaming environments.
For Nielsen, this collaboration reinforces its position in streaming measurement by incorporating a leading platform's deterministic data. "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, Audience Measurement at Nielsen. The company highlights The Roku Channel's leadership in the ad-supported category as a key focus area for insights.
For Roku, access to Nielsen's Streaming Platform Ratings offers independent validation of its platform's reach and the performance of The Roku Channel. The partnership is framed as a step toward a better TV advertising system. "Together, Roku and Nielsen will take streaming measurement to a new level, ensuring that advertisers and publishers have access to best-in-class measurement and insights," said Sarah Harms, Vice President of Marketing and Measurement at Roku.
This announcement builds upon Nielsen's ongoing momentum, including the recent accreditation of its Big Data + Panel measurement and its expansion of Out-of-Home (OOH) measurement to cover 100% of the contiguous U.S. television population.
The expanded Nielsen-Roku partnership marks a significant step toward standardizing and refining measurement in the streaming era. By merging robust first-party platform data with established audience measurement panels, the initiative promises to deliver the granular, cross-platform insights that advertisers demand to optimize spend and demonstrate ROI. This collaboration not only validates the growing dominance of ad-supported streaming but also sets a new benchmark for transparency and interoperability in TV and streaming advertising.
About Nielsen
Nielsen is a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviors across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their global audiences—now and into the future.
About Roku, Inc.
Roku pioneered streaming on TV. We connect users to the content they love, enable content publishers to build and monetize large audiences, and provide advertisers with unique capabilities to engage consumers. Roku-made TVs, Roku TV™ models, Roku streaming players, and TV-related audio devices are available in various countries around the world through direct retail sales and/or licensing arrangements with TV OEM brands. Roku Smart Home products are sold exclusively in the United States. Roku also operates The Roku Channel, the home of free and premium entertainment with exclusive access to Roku Originals, and the #2 app on our platform in the U.S. by streaming hours. The Roku Channel is available in the United States, Canada, Mexico, and the United Kingdom. Roku is headquartered in San Jose, Calif., U.S.A.
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