Digital Content Ratings allows users to access deduplicated reach and demographic insights and identify which television programmes most effectively reach key audiences.

The agreement follows the announcement of a strategic partnership between the two companies earlier this year, which saw Roku acquire Nielsen’s Advanced Video Advertising business, which includes video automatic content recognition and dynamic ad insertion technologies.

Nielsen said the deal with Roku was a “major milestone” in developing its Nielsen One cross-media tool for audience measurement.

Ameneh Atai, general manager, digital and advanced TV commercial strategy at Nielsen, said: “With the addition of Roku, Digital Content Ratings will have the capability to measure the majority of connected television platforms devices as well as provide channel partners with an understanding of their overall reach across connected television devices.”

Lougman Parampath, vice-president of product management at Roku, said: “This strengthens the close collaboration between Roku and Nielsen.

“Digital Content Rating’s syndicated, independent measurement provides market transparency and immediate value to our publishers around understanding audiences in their channels.”