Startup Vuer is developing a measurement platform that uses Bluetooth and mobile motion sensors to detect co-viewing audiences in real-time. The technology aims to help content owners and sports rights holders monetize undercounted streaming viewership by providing verified audience data through a one-time consumer opt-in.
Accurate co-viewing data remains a critical hurdle for streaming services attempting to justify higher CPMs for live events. By using mobile devices as a proxy for human presence, Vuer provides a scalable alternative to expensive, small-scale panels from incumbents like Nielsen and TVision. This approach allows content owners to capture revenue from the 'hidden' audience, particularly in out-of-home environments like bars and restaurants where traditional tracking fails. As sports rights costs escalate, the ability to prove a 40-60% larger audience could fundamentally shift negotiations between broadcasters and advertisers. Watch for the results of the Q4 trials to see if consumer opt-in rates reach the levels necessary for statistical significance.
The industry is increasingly focused on addressable TV innovator legacies as new measurement technologies like Vuer attempt to solve long-standing attribution gaps in the CTV ecosystem.
Vuer is introducing a new measurement technology that uses Bluetooth signals and mobile sensors to track co-viewing on CTV devices. By identifying nearby mobile devices, the startup aims to provide verified audience data for live sports, helping rights holders monetize undercounted viewership and justify higher CPMs to advertisers.
Vuer is scheduled to begin its proof-of-concept trials for its CTV co-viewing measurement technology in Q4 2026.
The technology uses Bluetooth signals from televisions to identify nearby mobile devices and leverages mobile gyroscopes and motion sensors to distinguish between active viewers and unattended devices in 10-second increments.
Co-viewing in live sports is estimated to be 130-200% larger than current systems report. Vuer's data helps rights holders capture revenue from this 'hidden' audience, which could shift negotiations between broadcasters and advertisers.
Vuer utilizes a performance-based revenue model where the company takes a portion of the verified CPM lift generated by the additional audience data provided to rights holders.
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