Nielsen and Roku Extend Streaming Data Partnership

Nielsen has extended its longstanding partnership with streaming platform and TV tech company Roku, bringing the latter's data into Nielsen's advanced campaign measurement and outcome solutions.

Nielsen's own ratings suggest that streaming on Roku devices makes up more than 21% of all TV viewing, and its audience data is already input to Nielsen's Big Data + Panel measurement for both Linear and Streaming Ratings. The new multi-year strategic partnership will see this continue, delivering more accurate performance results for advertisers running campaigns on Roku and across the broader TV landscape. In addition, Roku will gain access to Nielsen's Streaming Platform Ratings, which give detail on how audiences engage with both subscription and ad-supported services.

Nielsen says that in a typical month it measures more than 1 trillion minutes of viewing across all streaming apps. GM, Audience Measurement Ameneh Atai (pictured) comments: 'We continue to see a move towards ad-supported streaming services, with The Roku Channel a leader in the category. This strategic partnership brings together Nielsen's strength and expertise in streaming measurement with Roku's category leadership positioning to provide a solution that addresses a timely industry need: granular insights and analytics that marketers need to grow their brand as well as drive results.'

Sarah Harms, VP of Marketing and Measurement at Roku says the extended deal 'will help further our goal of a better TV advertising system, focused on interoperability and driving performance.'

The firms have been working together since at least 2018, and Nielsen sold one of its businesses, Advanced Video Advertising (AVA), to Roku in 2021.

The partners are online at www.nielsen.com and www.roku.com/en-gb/about/company .