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NBCUniversal Expands Measurement Capabilities with Next-Gen Data Company HyphaMetrics to Unlock Deeper Consumer Focused Insights

NBCUniversal will access HyphaMetrics' industry-leading media measurement technology to drive a more nuanced understanding of consumer behavior across every single platform

NBCUniversal HyphaMetrics

March 05, 2026

NBCUniversal today announced it is working with HyphaMetrics (Hypha), an AI-powered Data-as-a-Service company with an innovative approach to how media consumption is measured across all devices. NBCUniversal will become the first official licensor of Hypha’s UNIeVista Panel, a new technology platform powered by Hypha’s patented Unified Neuromedia Identification Engine (UNIe).  

Hypha’s UNIeVista panel is a data as a service, leveraging advanced AI to produce proprietary metrics to enable data unification, and it is the first solution to capture the full omnichannel TV and cross-device video experience in real-time. The UNIeVista measurement system tracks every single media exposure in the home—from linear TV and streaming, to gaming and user-generated content, on every screen down to the individual. Through this partnership, NBCUniversal will have access to data from 5,000 participating households by mid-2026. 

“Our work with HyphaMetrics is an important step in modernizing how we understand how people actually watch and engage with our platforms today.By accessing comprehensive behavioral data across all devices and all content and ads, we can make even smarter decisions about how media consumption can be understood, valued, and optimized – creating more relevant experiences for audiences and greater value for our partners.” 

– Brian West, Senior Vice President, Data & Measurement Strategy, NBCUniversal

“We’re thrilled to partner with NBCUniversal on this milestone step towards a connected future for the entire media ecosystem. Hypha is focused on establishing consistent data standards, offering all media ecosystem participants access to reliable, person-level insights. NBCUniversal’s leadership in this effort is helping to democratize media measurement—and is an important step towards building a marketplace that truly reflects the diversity and nuance of modern media viewing behavior.” 

– Joanna Drews, Co-Founder and CEO of HyphaMetrics

Hypha’s patented software and hardware work together to build the most complete picture of individual media behavior available today, measuring exposure across all devices and all channels in the household.  

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