Observed Signal · Dec 22, 2025 · Partnership · Source: AdExchanger · Impact: 3/5 · Sentiment: Positive
Nielsen and Roku Strengthen Data Partnership for Advertisers
Nielsen and Roku have extended their cooperation with a multi-year data-sharing agreement that deepens integration between Roku's streaming data and Nielsen's measurement tools. Under the deal, Roku's TV data will feed Nielsen's Big Data + Panel for both linear and streaming ratings, while Roku gains access to Nielsen's streaming ratings. The arrangement aims to give advertisers a clearer view of audiences across Roku devices and third-party apps on Roku OS, using Nielsen's identity graph to deduplicate data and ensure accurate attribution. The partnership builds on a decade of collaboration, including Roku's initial measurement of video ads on Roku TVs and Nielsen's digital ad ratings-based audience guarantees; Roku once acquired Nielsen's advanced video advertising business in 2021. Nielsen notes Roku accounts for about 21% of TV viewing on Roku devices, and The Roku Channel ranks No. 2 among ad-supported streaming apps. The move reflects growing emphasis on audience and outcome measurement in fragmented TV environments.
Expanded cross-company data-sharing and measurement capabilities affecting advertisers in TV/CTV.
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Key Takeaways & Evidence Grounding
- Nielsen will continue to use Roku’s TV data in its Big Data + Panel offering for linear and streaming ratings.
- Roku will gain access to Nielsen’s streaming ratings.
- The Roku Channel is the No. 2 streaming app for ad-supported TV time.
- Roku and Nielsen have collaborated for a decade; Roku previously acquired Nielsen's advanced video advertising business in 2021.
- Roku accounts for about 21% of TV viewing on Roku devices.
Connected Companies & Entities
2 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Nielsen and Roku Expand TV Ad Measurement Partnership
Nielsen and Roku expanded a strategic partnership to integrate Roku’s first-party viewer data directly into Nielsen’s measurement suite, aiming to create a more accurate, de-duplicated currency across streaming and linear TV. The agreement gives Nielsen access to Roku’s footprint — which accounts for over 21% of U.S. TV viewing time — while Roku gains third-party-validated visibility via Nielsen’s Streaming Platform Ratings. The partnership builds on Roku’s 2021 acquisition of Nielsen’s Advanced Video Advertising business and leverages Nielsen’s Big Data + Panel system, which has been used as currency in Upfront transactions this year. Both companies framed the deal as a response to industry fragmentation and a step toward greater interoperability and measurement-driven ad performance.
Tubi and Roku Channel to Remain Separate After Fox Acquisition
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Best Buy Ads Expands Commerce Media Beyond Retail
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