Nielsen will start to track digital devices. But what does that mean for cord-cutters?

Nielsen will start to track more detailed metrics on digital viewing habits. This includes information on brand-level connected TV devices, such as Apple TV and Roku, as well as other devices such as game consoles and smart TV. The TV ratings company announced it will be adapting its ratings measurement the week of March 21, saying it will begin to break down digital trends starting on April 25th. “The ability to know how many consumers use which brands of TV-connected devices, for how often and for how long, is critical for clients who need to make informed content decisions and understand their total audience,” said Sara Erichson, Nielsen exec VP of client solutions and audience insights, in a statement. The specific list of TV devices that Nielsen will add to its metrics include Roku, Apple TV, Amazon Fire TV, Google Chromecast, Microsoft Xbox, Sony PlayStation and Nintendo Wii.

It’s a sign that Nielsen is adapting to the current digital media landscape at a time when it is facing its own market disruption from companies like Moat, a media analytics firm looking to change the way digital ad deals are negotiated. Nelson’s move to capture granular-level TV viewing data might encourage content providers to work out deals with specific devices. As Fast Company reported, HBO might see that Game of Thrones is more popular on Apple TV and release a dedicated app with that content to the device. With more accurate digital content ratings could come more robust, and more affordable, viewing options for TV fans.