Nielsen has started tracking streaming viewership on ad-supported OTT video service Xumo, incorporating the data into Nielsen’s Digital Content Ratings.
As a component of Nielsen’s total Audience Measurement platform, the company’s Digital Content Ratings measure audience segments across digital platforms and major devices using metrics comparable to traditional TV.
“This is an important move for Xumo that allows the power of our OTT platform to be measured side-by-side with established players in the traditional TV space,” Chris Hall, SVP of product at Xumo, said in a statement.
Nielsen’s measurement will deliver insights and custom reports on Xumo’s digital reach and audience, for a deeper view of the platform’s streaming data, the company said. It will also help Xumo offer more detailed programing recommendations and curated content.
“We are excited to have Digital Content Ratings providing measurement of the streaming viewing on XUMO,” said Matt Pagen, SVP of digital at Nielsen. “Nielsen remains committed to providing insight and transparency in the OTT space and helping buyers and sellers transact with confidence.”
Irvine, Calif.-based Xumo offers free, ad-supported VOD content and live linear content with more than 140 digital channels available on smart TVs, including LG Electronics, Hisense, Panasonic, Sharp, Vizio and Samsung, as well as iOS and Android mobile devices and Roku players.
Last year, Denver-based Layer3 TV (now part of T-Mobile) integrated Xumo on its set-top boxes, in the service’s first deal with an MVPD.
