Roku announced a multi‑year expansion of its strategic partnership with Nielsen, the global audience‑measurement leader, on December 22, 2025. The deal will embed Roku’s large‑scale TV data into Nielsen’s advanced campaign measurement and outcome solutions, giving advertisers a more accurate view of performance across Roku’s platform.
Under the new terms, Roku will also gain access to Nielsen’s Streaming Platform Ratings, which provide a comprehensive view of how audiences engage with both subscription‑based and ad‑supported services. The integration is expected to deepen Roku’s data‑driven advertising capabilities and help the company monetize its growing streaming audience more effectively by offering advertisers richer, real‑time insights into viewership and ad impact.
Roku’s market position underpins the strategic value of the partnership. The company leads the U.S. connected‑TV device market with 37% share in Q2 2025 and accounts for more than 21% of all TV viewing. The U.S. CTV advertising market is projected to reach $33.35 billion in 2025 and grow to $46.89 billion by 2028, and the expanded collaboration positions Roku to capture a larger share of this rapidly expanding revenue stream.
Roku’s Q3 2025 earnings provide context for the partnership’s impact. Total net revenue rose 14% year‑over‑year to $1.211 billion, with platform revenue up 17% to $1.065 billion. The platform segment’s growth, driven by higher demand for advertising inventory, underscores the company’s ability to monetize its audience, a capability that will be amplified by the new measurement integration.
Management emphasized the strategic importance of the deal. “The partnership will take streaming measurement to a new level, ensuring that advertisers and publishers have access to best‑in‑class measurement and insights,” said Sarah Harms, Vice President of Marketing and Measurement at Roku. “With our leadership in streaming measurement and this data from Roku, we are providing the most accurate view of what audiences are watching across all of TV,” added Ameneh Atai, GM of Audience Measurement at Nielsen.
Following the announcement, Roku’s stock rose 3.4% on December 22, 2025, reflecting investor confidence in the partnership’s potential to strengthen Roku’s advertising business and enhance its competitive position in the CTV market.
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