Nielsen and Roku are deepening their measurement partnership that will allow both companies to access each other’s intelligence products.
The partnership will see Roku continue to use Nielsen’s Big Data + Panels product, which rates television shows and live events across broadcast, cable and streaming apps, while Nielsen incorporates Roku’s first-party data into Nielsen’s advanced campaign measurement and outcome solutions.
Roku will also gain access to Nielsen’s Streaming Platform Ratings, which provides a granular view of how audiences engage with streaming content, both companies affirmed this week. That access is crucial for Roku, as the streaming platform continues to build out its advertising business. Most streaming on Roku takes place on ad-supported platforms.
The Roku Channel is one of the most-used free, ad-supported streaming television (FAST) apps in the U.S., largely due to its prominence on Roku’s own devices. The app is installed by default on Roku’s smart TVs and streaming players — two out of five homes in the U.S. use Roku as their streaming platform — helping The Roku Channel outpaces many of its FAST peers. As of November, the streaming app accounted for nearly 3 percent of all time spent with television, based on Nielsen’s “The Gauge” report.
“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 — and at Nielsen, we continue to see a move towards ad-supported streaming services, with The Roku Channel a leader in the category,” Ameneh Atai, the General Manager of Audience Measurement at Nielsen, said in a statement.
Atai continued: “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.”
