What he's saying: Jenckes says he's not afraid of getting fired for doing what he thinks is best for the entire industry, which often means sharing data insights with competitors.

• Jenckes argues every company needs to commit to reimagining what the future of television looks like if the industry wants to survive the digital transformation happening across all media: "Don't you want to work together really hard to make sure TV recognizes its potential?" he said at Nielsen's annual Consumer 360 Conference in Washington DC.
• Jenckes also thinks that telecom companies and TV networks need to do more to pivot their insights and advertising offerings towards data: "If you don't pivot to data, you're dead."

The backdrop: More and more households are adopting internet-connected streaming television devices, which are dependent on data-driven insights to offer consumers customizable experiences.

By the numbers: While 96% of U.S. homes have a television, other devices are slowly reaching ubiquity as well, according to Nielsen.

• A majority of Americans now own a time-shifted television device, whether through a SVOD (subscription video on demand) or a DVD or DVR player. SVOD penetration has officially surpassed DVR penetration in the U.S.
• Roughly two-thirds of U.S. homes have an internet-enabled connected device that's capable of streaming content to a television set, which includes enabled smart TVs, multimedia devices and video game consoles.

Go Deeper: How American TV consumption is changing, in one chart