In further proof of the rise of streaming video services and the cord-cutting trend in general, TV measurement firm Nielsen today said it would begin to track viewing data and audience demographics across Roku’s 10 million+ devices, including its media players and Roku TVs. The move is being heralded as an industry-first by the two firms, as it will allow advertisers to measure Roku’s over-the-top audience according to Nielsen demographics, as well as track their video ad campaigns’ reach.