Nielsen will take more time to establish final viewing data because of streaming

[TMC]

https://variety.com/2025/tv/news/nie...ng-1236504233/

"Nielsen is keeping track of so much more viewing data in the age of streaming that getting to a final count of TV audiences is going to take a little more time," says Variety's Brian Steinberg. "The measurement giant, which recently won approval to include viewership data from smart TVs along with its usual panel of video consumers, says final tabulation of audiences that includes people who watch traditional linear TV as well as streaming services will likely take as much as two to three days following a specific premiere. Broadcasters have been accustomed for many years to releasing Nielsen viewership estimates as soon as the day after a program’s debut."