MUMBAI:  As audiences juggle remotes across streaming, cable, and broadcast, Nielsen and Vizio’s Inscape have hit play on an extended multi-year partnership to keep a sharper eye on what viewers are actually tuning into. The duo first teamed up in 2022, and their renewed collaboration now promises even deeper insights powered by Automatic Content Recognition (ACR) tech from over 24 million Smart TVs.

With media consumption growing more fragmented than ever, the new agreement helps Nielsen tap Inscape’s screen-level ACR data to track viewership irrespective of the source whether it's a binge-worthy series on a streaming app, a late-night news bulletin, or that weekend movie on linear TV.

“Consumers are watching content in more ways than ever before,” said Nielsen global head of content and syndicated products Michelle Gelman. “Inscape’s ACR data adds vital scale and granularity to help our clients reach audiences and measure ROI more effectively.”

Inscape, the data division of Vizio, hasn’t been idle either. Over the past year, it has rolled out fresh capabilities like Tuner Data Solution, which brings big data insights to Over-the-Air (OTA) broadcasts, and Commercial Feed+, which integrates ad-level intelligence from streaming platforms. These upgrades are helping make sense of the ever-blurring lines between traditional and digital TV.

Inscape, VP of data licensing and strategy Ken Norcross said the extended partnership reflects the market’s growing confidence in ACR-based insights. “This is a huge validation of the scale and sophistication of our dataset. Nielsen’s continued investment shows just how critical this kind of real-time, cross-platform intelligence has become,” he noted.

With Nielsen’s measurement ecosystem now covering 75 million devices across CTV, digital, linear, and streaming this alliance with Inscape positions it to deliver more accurate cross-platform audience metrics in real-time.

As the race to measure eyeballs evolves from channel ratings to content journeys, the Nielsen-Inscape tie-up ensures that media buyers, creators, and advertisers aren’t left in the dark no matter what screen viewers are glued to.