First launched in October 2017 with Netflix as the primary platform, this upgrade means Nielsen can measure viewing of streaming programmes via the TV, including through connected and smart devices, in the US.

Clients can now analyse their own content streamed on Prime, as well as better understand competing media offerings regardless of distribution model – from live or time-shifted viewing to VoD via set-top boxes to streaming.

Brian Fuhrer, Nielsen’s senior vice-president of product leadership said: “This is a significant milestone for Nielsen, especially considering the upcoming high-profile streaming service launches. We think the addition of Amazon Prime Video will allow rights owners an added ability to understand both the size, as well as the composition, of their streaming audiences relative to other platforms or programmes.”