Nielsen and Roku announced on December 22, 2025, an expansion to their long-term strategic partnership, incorporating Roku’s viewing data into Nielsen’s advanced campaign measurement and outcome solutions while granting Roku access to Nielsen’s Streaming Platform Ratings. The agreement builds upon years of collaboration between the two companies, addressing measurement challenges as streaming continues to reshape television advertising.
The partnership expansion arrives at a moment when streaming on Roku devices alone represents more than 21% of all TV viewing, according to Nielsen data from October 2025. This substantial viewership share underscores the importance of accurate measurement across streaming platforms, particularly as advertisers allocate increasing budgets to connected television.
According to Nielsen, streaming platforms now account for seven in 10 TV streaming hours that are ad-supported. This measurement revealed a particularly significant finding: The Roku Channel (aff) has become the second-largest streaming app based on share of ad-supported TV time, according to Nielsen Streaming Ratings from October 2025. The free ad-supported streaming app’s performance demonstrates sustained audience appetite for advertising-supported content consumption models.
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The multi-year strategic partnership will integrate Roku data into Nielsen’s Big Data + Panel measurement for both Linear and Streaming Ratings. Nielsen will continue using Roku’s large-scale TV data as…