Nielsen and Roku Expand Strategic Measurement Partnership

Nielsen, Roku deepen data-sharing pact to enhance streaming measurement

As part of the agreement, Nielsen will continue to receive support for offerings like Big Data + Panel while Roku gains access to streaming TV ratings.

Nielsen and Roku Expand Strategic Measurement Partnership

NEW YORK--(BUSINESS WIRE)--Dec 22, 2025-

Nielsen, Roku Expand A Strategic Measurement Deal

TV streaming platform Roku and dominant audience measurement and consumer analytics firm Nielsen are widening a long-term strategic partnership, and this means Roku data will now be incorporated into Nielsen’s advanced campaign measurement and outcome products. What will the VAB think of this deal? That’s what some may be wondering, as Nielsen continues to use Roku’s large-scale TV data as input to its VAB-maligned Big Data + Panel measurement f…