Nielsen, which offers streaming content and ad measurement in its role as the nation’s dominant ratings and consumer data supplier, is congregating its streaming measurement tools under a single platform.
This, Nielsen explains, will include both ad-supported and subscription-based service models across content, ads and platforms.
Nielsen explains that its renewed focus on “comprehensive streaming measurement” comes at a moment when U.S. consumers now spend over a quarter of their total TV time engaging with this type of content.
“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’s Managing Director of U.S. Audience Measurement Product Strategy. “Content creators, platforms, studios and advertisers will have an unprecedented view of who is streaming, what they’re watching, which platforms consumers are gravitating to and how much time they are spending with streaming content.”
The relaunch results in the rebrand of two streaming measurement platforms “to better align with its transition to Nielsen ONE,” the company’s cross-media product. In addition, Nielsen Digital Ad Ratings “will provide the most comprehensive view of streaming activity across connected TV (CTV), computer, mobile and tablet,” Nielsen claims.
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Nielsen SVOD Content Ratings will be known now as Nielsen Streaming Content Ratings. Launched in 2017, Nielsen Streaming Content Ratings is used by seven of the top 10 TV network groups and 14 of the top agencies, the company says.
Nielsen’s Digital Ad Ratings (DAR) will continue to deliver audience measurement for streaming ads on CTV devices.
