YouTube Channels Now Receive Television Viewing Data from Barb, as per the report
YouTube Viewing Data Now Reported by Barb in Partnership with Kantar Media
In a significant move, Barb, a TV joint-industry measurement system, has started reporting TV-set viewing to YouTube channels. This marks the first time such a measurement system has been implemented.
The initiative, announced on July 31, 2025, is part of Barb's efforts to keep pace with current viewing habits and provide independent insights on YouTube viewing for the first time. According to Caroline Baxter, Barb's Chief Operating Officer, this move is a response to the growing popularity of YouTube as the second-most watched service in the UK across all devices in the home, just behind the BBC.
The report, available in the client portal, highlights the weekly reach, share of total identified viewing, and total minutes viewed for each of the 200 YouTube channels. It also provides a demographic profile for each channel, including information about the age and sex of viewers.
Jon Manning, Director of Advanced TV at Medialab, commented on the news, stating that it's a significant step in measuring YouTube's place in the TV ecosystem with consistent definitions. Manning further concluded that if YouTube channel data can feed into tools like the Advanced Campaign Hub, CFlight, or eventually Barb Panel Plus, media planners will be able to properly integrate it into campaign planning and attribution.
Kantar Media uses audio-matching automatic content recognition (ACR) to identify when the 200 selected YouTube channels are watched by Barb panel members at home. This technique is the same method Kantar Media uses to identify programme viewing on linear channels and streaming services.
The selection of YouTube channels was made by Barb, in collaboration with SeeViews, based on viewing volumes and adherence to industry-agreed brand safety standards. However, it's important to note that YouTube channels operated by TV companies are not included in the report, as their viewing is already included in the audience figures reported for the TV companies.
In the second quarter of 2025, TV-set viewing accounted for 43% of all in-home, WiFi-based YouTube viewing among people aged 16+. TV sets are also the most popular device for children aged 4-15, accounting for 53% of their in-home, WiFi-based YouTube viewing in the same quarter.
Manning also noted that the Barb reporting only covers in-home, TV-set viewing, not mobiles, tablets, or out of home, and is limited to the top 200 channels. The initiative includes channels spanning various topics like kids' content, sports, news, entertainment, and popular YouTubers.
This development is expected to provide media planners with valuable insights into the viewing habits of YouTube audiences, facilitating better campaign planning and attribution.
Read also:
- Dazzling Accomplishment: Constructing a £5m Venture by Age 25
- Transportation via roads plays a critical role in India's shift towards clean energy.
- EU Commission President von der Leyen emphasizes continuity, affirming that Europe's automotive future will be powered by electricity
- BYD aspires to emulate the success of Apple within the automobile sector.
