Nielsen Highlights the Need for a Tech-Driven Audience Measurement System at Vidnet Summit 2025

Nielsen, the global leader in audience measurement, data, and analytics, participated in the Vidnet Summit organized by Indian Television. The summit convened together senior leaders across OTT platforms, FMCG and agency marketers, media buyers, policymakers and tech innovators. Participants examined how India’s OTT ecosystem is rewriting its growth playbook by pursuing solutions that are both commercially viable and future focused while leaning into smarter technology, hybrid monetisation and AI driven curation.

Representing Nielsen, Mr. Hemant Kewalya, Executive Director, Audience Measurement presented on the theme “The Need for a Tech-Driven Audience Measurement System in a Fragmented Media Landscape,” highlighting its significance for the industry. In the session, Hemant emphasized the growing need for unified and transparent measurement in today’s fragmented media environment. He highlighted how evolving consumption patterns across linear TV, digital, and connected platforms have created silos that hinder complete reach analysis and prevent advertisers from seeing their true audience.

Hemant further noted that while media investments continue to rise, measurement has not kept pace, resulting in inefficiencies and under-optimized campaigns. He outlined how technology can enable faster, more accurate analysis by integrating data from multiple sources and delivering a holistic view of campaign performance. He underscored the importance of independent, tech-driven audience measurement systems that build trust and accountability across the industry