The dominant measurement firm said it is streamlining its streaming measurement products into a single suite designed to be more comprehensive. The new setup encompasses ad-supported and subscription-based services across content, ads and platforms. The consolidated approach comes as viewers now spend one-quarter of their total viewing time watching streaming and the traditional pay-tv bundle continues to shrink.
The move is a step toward a much bigger initiative, the launch in fall 2022 of Nielsen One, a multi-platform gauge of viewing aimed at demonstrating the company’s capabilities.
Critics of Nielsen have had a field day in 2021, with the non-profit Media Rating Council pulling its imprimatur from the company amid concerns about its tactics. The Vab and other groups within the ad business, as well as increasingly vocal network and ad agency clients,