Nielsen Launches Co-Viewing Pilot With Wearables as Tubi Deal Signals Streaming Measurement Arms Race
Nielsen is piloting wearable-based co-viewing measurement starting with Super Bowl LX, targeting currency integration by the 2026/2027 season. Meanwhile, Tubi's expanded Nielsen deal underscores how ad-supported streamers are racing to prove their audiences are bigger - and more valuable - than legacy metrics suggest.
By Sarah Chen·7 min read