Through the new multi-year arrangement, Nielsen will continue using Roku’s TV data as input to its big data and panel measurement for both linear and streaming ratings.

Roku will also gain access to Nielsen’s streaming platform ratings, which offer insight on how audiences engage with subscription and advertising-supported services. According to Nielsen, around seven in 10 TV streaming hours are now supported by ads.

Ameneh Atai, general manager, audience measurement, Nielsen, said: “At Nielsen, we continue to see a move towards ad-supported streaming services, with The Roku Channel a leader in the category.

“This strategic partnership brings together Nielsen’s strength and expertise in streaming measurement with Roku’s category leadership positioning to provide a solution that addresses a timely industry need: granular insights and analytics that marketers need to grow their brand as well as drive results.”

Sarah Harms, vice-president of marketing and measurement, Roku, said: “Our extended strategic partnership with Nielsen will help further our goal of a better TV advertising system, focused on interoperability and driving performance.”