10:55 AM EST, 12/22/2025 (MT Newswires) -- Nielsen and Roku ( ROKU ) said Monday they have expanded their long-term strategic partnership under a new multi-year deal that integrates Roku's ( ROKU ) large-scale TV data into Nielsen's campaign measurement and outcome solutions.

The expanded partnership will incorporate Roku ( ROKU ) data into Nielsen's Big Data plus Panel measurement for both linear and streaming ratings, enhancing performance insights for advertisers across the TV ecosystem.

Nielsen will use viewing data from Roku ( ROKU ) devices, which account for more than 21% of all TV viewing, to support its campaign measurement and outcome solutions, the companies said.

The companies said the expanded partnership reflects growing demand for granular, cross-platform measurement as ad-supported streaming continues to gain share.

Roku ( ROKU ) shares were more than 3% higher in recent trading.

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