- In January 2025, Nielsen announced plans to discontinue its traditional panel-only TV ratings, transitioning to a hybrid measurement system that integrates Big Data with panel-based insights. This shift combines traditional panel data with information from third-party vendors, including smart TV manufacturers, to enhance accuracy and scalability in audience measurement. The move reflects changing viewer habits and the need for more comprehensive analytics in the evolving media landscape. By leveraging advanced data sources, Nielsen aims to provide better insights for advertisers and broadcasters
- In January 2025, Kantar Group announced the divestment of Kantar Media to H.I.G. Capital for USD 1 billion, aiming to strengthen data services that support content and advertising decisions. This strategic move allows Kantar Media to focus on advanced audience measurement, media planning, and analytics, enhancing its ability to deliver cutting-edge insights. The acquisition by H.I.G. Capital, a firm known for accelerating business growth, marks a new phase for Kantar Media, positioning it as a leader in media intelligence
- In October 2024, Parrot Analytics Limited, a leading company in entertainment analytics, launched Streaming Metrics, a groundbreaking tool designed to provide forecasted economic performance metrics and historical data for streaming services. This innovation offers insights into key performance indicators, including subscriber growth, revenue trends, churn rates, and content valuation. By leveraging advanced analytics, Streaming Metrics enables companies to optimize strategies, benchmark against competitors, and refine pricing and investment decisions. The platform enhances market intelligence for streaming providers worldwide
- In February 2024, Nexxen International Ltd announced a strategic partnership with PeerLogix, enhancing its TV Intelligence solution with exclusive aggregated streaming viewership data from platforms like Netflix, Hulu, and Disney Plus. This collaboration enables advertisers to target a unified TV audience of up to 50 million households, bridging the gap between linear and streaming channels for precise audience segmentation. By integrating real-time consumer insights, the initiative supports advanced cross-platform measurement, optimizing advertising strategies. This move reflects the industry's shift toward data-driven audience engagement
- In December 2023, FourthWall announced a strategic partnership with DIRECTV Advertising, integrating set-top-box and streaming data into its Reveal Platform. This collaboration enhances cross-screen targeting and analytics capabilities, enabling advertisers to gain a holistic view of consumer behavior. By merging data from various TV transmission types, the initiative improves advertising effectiveness across a fragmented media landscape. The partnership supports precision audience segmentation, optimizing campaign performance and engagement strategies. This move reflects the industry's shift toward data-driven advertising solution
