尼尔森与Roku扩大战略测量合作 

New multi-year deal integrates Roku’s data to fuel Nielsen’s measurement suite

Roku获得尼尔森流媒体收视数据，数据显示Roku频道在广告支持的电视观看时长中位列第二大流媒体应用。

NEW YORK – December 22, 2025 – Today, Nielsen, a global leader in audience measurement, data, and analytics, and Roku, a leading TV streaming platform*, announced an expansion to their long-term strategic partnership. Building on years of collaboration, this next phase will incorporate Roku data in Nielsen’s advanced campaign measurement and outcome solutions.

仅Roku设备上的流媒体观看量就占电视总观看量的21%以上，**广告商可通过基于Roku数据的测量方案，更精准地了解受众跨平台的观看行为。 作为这项多年期战略合作扩展计划的一部分，尼尔森将继续将Roku的大规模电视数据作为其"大数据+样本调查"测量体系的输入源，用于线性电视和流媒体收视率评估。这将为在Roku平台及更广泛电视领域投放广告的客户，提供更精准的广告效果评估结果。 

As part of the strategic partnership, Roku will also gain access to Nielsen’s Streaming Platform Ratings, which provides a comprehensive view of how audiences engage with both subscription and ad supported services. According to Nielsen, about seven  in 10 TV streaming hours are now ad-supported. This insight is especially important as The Roku Channel, Roku’s free ad-supported streaming app, continues to grow and is now the second-largest streaming app based on share of ad-supported TV time***.

本公告延续了尼尔森在观众测量领域（包括流媒体测量）的行业领先势头。尼尔森始终是流媒体电视测量的权威来源，持续发布The Gauge》、媒体分发商测量报告以及尼尔森流媒体十大榜单。在典型月份中，尼尔森对所有流媒体应用的观看时长测量数据超过1万亿分钟。

“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. And 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,” said Ameneh Atai, GM, Audience Measurement at Nielsen.

Roku市场营销与测量副总裁莎拉·哈姆斯表示：“我们与尼尔森的战略合作关系将持续深化，共同致力于构建更完善的电视广告体系，重点提升互操作性并推动广告效果。Roku与尼尔森将携手将流媒体测量提升至全新高度，确保广告主和媒体方能够获取业界领先的测量数据与深度洞察。”

尼尔森今年推出多项创新举措，包括为其"大数据+样本"测量方法获得认证——此前该公司于2024年11月已获得第一方直播测量认证。今年2月，尼尔森宣布其户外广告测量现已覆盖美国本土48州100%的电视受众群体。"大数据+样本"测量方法今年首次被用于电视广告季前交易的结算标准。 

*Source: Circana, LLC, Retail Tracking Service, US, CA, and MX, Smart TV by Software Service, Unit Sales, July – September 2025 

**来源：尼尔森电视收视率，2025年10月

*** Source: Nielsen Streaming Ratings, October 2025

关于尼尔森

Nielsen is a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviors across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their global audiences—now and into the future. Learn more at www.nielsen.com and connect with us on social media (X, LinkedIn, YouTube, Facebook and Instagram).

关于 Roku 公司

Roku开创了电视流媒体先河。我们帮助用户畅享心仪内容，助力内容发布商建立庞大受众群体并实现盈利，同时为广告商提供独特的消费者互动能力。Roku自主研发的电视、Roku TV™型号、Roku流媒体播放器及电视相关音频设备，通过直销及/或与电视OEM品牌的授权合作，在全球多个国家销售。 Roku智能家居产品仅在美国销售。Roku同时运营Roku频道——这个免费与付费娱乐内容的汇聚平台独家提供Roku原创节目，并以流媒体播放时长计位列美国平台应用第二名。Roku频道服务覆盖美国、加拿大、墨西哥及英国。Roku总部位于美国加利福尼亚州圣何塞市。

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