NIQ leads the industry in pursuit of CTV measurement 

NIQ, powered by GfK Intelligence, becomes the first audience measurement supplier to join the HbbTV Association 

Geneva, 14 October 2026 – The HbbTV Association today announced NIQ amongst its five new members, and its first of the global audience measurement providers. The new members span a range of backgrounds – from audience measurement and data analytics to advertising technology and FAST Channels – broadening HbbTV community well beyond its traditional base of broadcasters, smart TV manufacturers and platform operators.

Hybrid broadcast broadband TV (or “HbbTV”) is a global initiative developing a specification enabling the delivery of advanced and interactive TV and entertainment services to consumers through a combined use of both broadcast and broadband networks. HbbTV is able to address service providers and technology suppliers for IPTV services as well as the combined scope of broadcast and over-the-top (OTT) services. The associations members include global TV manufacturers, European broadcasters and TV platforms and global technology and chipset vendors.

Today’s announcement also signals launch of HbbTV’s Application Interest Groups – open collaborative forums focused on specific application domains where HbbTV technology plays a growing role.  The Audience Measurement Application Interest Group, of which NIQ is a founding member, addresses one of the industry’s most pressing challenges: consistent, reliable and real-time audience measurement across broadcast and IP environments. The group brings together audience specialists, technology providers and broadcasters to explore how HbbTV-based services can support standardised, privacy-respecting approaches to measuring television audiences across connected TV environments.

Lilith Al-Jadiri, VP Media Technology, and Stefan Schuetz, Product Lead Media Measurement, NIQ:

 “The future of television will not be defined by broadcast or digital, but by the convergence of both – and measurement must evolve accordingly. HbbTV provides an important open foundation for that future. NIQ Media brings decades of expertise in audience measurement, strengthened by NIQ’s broader capabilities in understanding consumers, behaviour and outcomes across the full consumer journey. By joining the HbbTV Association, we look forward to contributing that perspective and helping shape trusted, interoperable measurement approaches that connect media exposure with a richer understanding of audiences and impact across the connected TV ecosystem.”

More information: www.hbbtv.org