Nielsen Claims New Suite Captures 100 Percent of Streaming

Nielsen is relaunching its streaming measurement solutions as a single suite of ad-supported and subscription-based services that now captures 100 percent of activity across content, ads and platforms, the New York-based ratings and analytics firm says. Embattled of late after decades as measurement’s gold standard, Nielsen says its new emphasis on one-stop streaming measurement comes as U.S. consumers “now spend over a quarter of their total TV time” streaming. The new suite aims to give content creators, platforms, studios and advertisers a detailed look at who is streaming, what they’re watching, when and for how long.

In the past year Nielsen said it has substantially increased its streaming TV measurement, more than tripling its Streaming Meter Homes sample size across connected TV (CTV), computer, mobile and tablet. “Nielsen now captures 100 percent of streaming minutes viewed on the TV glass, 75 percent of CTV media spend and 87 percent of total video digital spend across computer, mobile and connected TV,” the company said in an announcement.

Nielsen has added connected TV ad inventory from Samsung and Vizio to its existing measurement clients, including Roku, Amazon and Hulu, among others. Combined, Nielsen measures 75 percent of CTV media spend and 87 percent of total video digital spend across platforms including computer, mobile and connected TV, the company said.

“By combining our streaming solutions under one banner, Nielsen is providing the industry with a single destination to understand streaming audiences and how they are engaging with content, allowing media buyers and sellers to make the best decisions around ad strategies,” said Deirdre Thomas, Nielsen managing director, U.S. audience measurement product strategy.

As part of this relaunch Nielsen has rebranded two solutions “to better align with its transition to Nielsen ONE, the company’s cross-media solution”:

  • Nielsen Streaming Platform Ratings is the new name for the Streaming Video Ratings service, providing “a macro view of streaming activity across major subscription and ad-supported streaming services.” Since its launch in January 2021 Nielsen has “more than tripled” the Streaming Meter Homes sample size” while breaking-out “the top 17 platforms/apps” to now represent “about 85 percent of the entire streaming market,” the company estimates.
  • Nielsen Streaming Content Ratings is the restyled Nielsen SVOD Content Ratings, launched in 2017 and  “used by seven of the top 10 TV network groups and 14 of the top agencies” for granular views “of program and episode-level measurement on four out of the top five streaming platforms.”

As part of Nielsen’s Streaming Suite and responsive to the rise of CTV, Nielsen’s Digital Ad Ratings (DAR) will continue to deliver audience measurement for streaming ads on CTV devices. “This intelligence is critical to understanding and uncovering comparable, actionable cross-platform performance metrics of streaming across connected TVs, computers, smartphones and tablets.”