Barb, the UK’s leading audience measurement organization, is expanding its tracking of YouTube content viewed on TV sets in an initiative developed in collaboration with Kantar Media and SeeViews. This marks a significant step in audience measurement, as YouTube continues to dominate viewing habits across multiple devices.
For the first time, Barb will begin reporting daily audience figures for 200 YouTube channels, selected based on their volume of viewership and categorized using SeeViews’ Quality View framework. This framework classifies content into five categories: professionally produced TV content, media-produced content, celebrity-led productions, TV-style YouTube content, and high-value influencer-created content. All selected channels will meet industry standards for brand safety.
To accurately track YouTube viewing on TV screens, Barb will employ a combination of audio-matching automatic content recognition (ACR) and URL detection through router meters installed in panel homes. This method ensures precise identification of YouTube content consumption on large screens, aligning with how Barb already tracks linear TV and VoD streaming.
The initiative follows a successful proof-of-concept pilot conducted in November 2024, where Kantar Media monitored viewing habits across 12 YouTube channels featuring children’s programming, celebrity YouTubers, and music videos. This study demonstrated the effectiveness of Barb’s measurement techniques, paving the way for the full rollout in Q3 2025.
Justin Sampson, CEO of Barb, emphasized the impact of this initiative, stating: “Barb’s innovation programme continues to bear fruit. We’ve moved beyond traditional broadcasters and linear TV to deliver a fundamental shift in understanding how audiences watch content and ads. Our latest expansion will provide deeper insights into YouTube’s role within the media landscape.”
The significance of this development is highlighted by data showing that, for the first time in 2024, TV sets accounted for the largest share of YouTube viewing in the UK. According to Barb, 41% of all YouTube viewing among users aged four and older occurred on TV sets, surpassing smartphone consumption, which stood at 31%.
Lucy Bristowe, CEO UK and Western Europe at Kantar Media, highlighted the importance of this trend: “YouTube viewing on TV increased by 31% in the UK last year. This initiative, supported by advanced audio-matching technology, will help the industry navigate an increasingly fragmented viewing landscape and understand YouTube’s growth as a mainstream entertainment platform.”
This initiative meets key industry needs, offering advertisers and media agencies valuable insights into YouTube’s most-watched editorial environments while aiding program-makers in content commissioning. As YouTube cements its position in the TV ecosystem, Barb’s expanded reporting is set to reshape the understanding of digital video consumption in the UK.
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