Citing the cost, Paramount Global and Nielsen have failed to reach a renewal agreement. For now, Paramount will be using the audience data of Nielsen rival VideoAmp.

Paramount will use measurement data from VideoAmp from October 1 if their contract with Nielsen is not renewed. This article, Paramount may drop Nielsen ratings in October, report says, was first published at The Desk.

Paramount Global's challenges in the streaming era led to a $6 billion takeover offer from Skydance Media, with uncertainties ahead. Learn more on PARA stock here.