Jonathan Carson, Co-founder and CEO of Antenna, discusses how measurement in streaming is evolving and why it remains inconsistent across platforms. With experience from Nielsen, The Trade Desk, and Vevo, he shares how subscription data, signups, and shifting viewing behavior are influencing how performance is tracked today. The conversation looks at the gap between traditional measurement approaches and the current streaming landscape. Takeaways The shift from linear TV to streaming is complex and requires measuring both systems at the same time Measurement challenges are driven more by industry transition than by any single company’s failure Nielsen’s role is evolving, but legacy pressures make rapid change difficult Subscription, churn, and content engagement data are becoming increasingly important signals Programming plays a major role in driving signups and cancellations across streaming platforms The future of measurement will involve multiple providers rather than a single standard Data’s role in CTV is significantly larger than it was in traditional linear TV Sports and live content are accelerating the need for better streaming measurement Ad-supported streaming tiers are growing quickly and changing how inventory is sold Measurement is expanding beyond audience reach into performance, retention, and content impactChaptersLearn more about your ad choices. Visit megaphone.fm/adchoices