Nielsen and Roku Oct. 26 announced that as of this month, Nielsen is tabulating channel content across Roku’s 55.1 million active accounts and devices within its weekly digital content ratings. The platform provides access to deduplicated reach and demographic insights for channels on Roku devices to identify which programs most effectively reach key audiences.
Nielsen currently tracks digital programming from Netflix, Disney+, Amazon Prime Video, Hulu and Apple TV+. It reportedly does not track HBO Max programming.
The increase in coverage is expected to help content owners and advertisers navigate the expanding world of TV streaming, and adds another major media brand to Nielsen One, the company’s cross-media content tracking across linear and digital television.
Nielsen digital ratings also tracks static web pages and mobile apps, across computer, mobile and TV streaming devices.
“This strengthens the close collaboration between Roku and Nielsen,” Louqman Parampath, VP of product management at Roku, said in a statement. “This bolsters our commitment to delivering for our customers and underscores our focus to continue to be an innovator in the evolving TV streaming measurement landscape.”
Earlier this year, Nielsen and Roku announced an alliance to better track TV advertising. Roku acquired Nielsen’s Advanced Video Advertising business, which includes video automatic content recognition and dynamic ad insertion technologies. Nielsen and Roku will continue to integrate complementary content measurement products to further advance Nielsen ONE.