YouTube Halts UK TV Audience Measurement Participation, Citing Policy Breach
YouTube has come under significant criticism from the television and advertising industries after suspending its involvement in a crucial measurement system that compares viewership across streaming platforms and traditional broadcasters. The decision, which YouTube defends as necessary due to a breach of its terms of service, has raised questions about the platform's commitment to transparency as it seeks to attract more advertising revenue.
Legal Action Blocks Data Access to Barb and Kantar Media
Google, the owner of YouTube, has issued cease and desist letters to Barb, the organisation that publishes the UK industry standard audience figures, and its research partner Kantar Media. This move effectively blocks access to data that attributes viewing sessions to specific content creators on YouTube. The action comes just months after YouTube began allowing viewership data from 200 of its channels on television sets to be included in Barb's measurements alongside major broadcasters like the BBC, Sky, ITV, and Channel 4.
According to reports from the Financial Times, which first broke the story, Google cited violations of its terms of service as the reason for the legal intervention. This development has sparked concern among industry leaders who view cross-platform measurement as essential for modern advertising strategies.
Industry Leaders Express Disappointment and Call for Transparency
Lindsey Clay, the chief executive of Thinkbox, a television body owned by ITV, Sky, Channel 4, and UKTV, voiced strong criticism of YouTube's decision. "It does seem odd that YouTube has spent so much effort trying to convince advertisers that they are TV, and so gain the benefits of that reputation, but the moment there's some TV-like scrutiny they go legal to avoid it," Clay stated. "If they want to be treated like TV they need to be transparent."
Simon Michaelides, the director general of ISBA, which represents UK advertisers, also expressed disappointment. "Barb plays a significant role in the UK's measurement ecosystem, enhanced by its collaboration with YouTube. It is therefore disappointing that this service has been halted," he said. Michaelides acknowledged the complexities of cross-media measurement but emphasised the need for a resolution to benefit advertisers.
Context of YouTube's Growing Viewership and Measurement Challenges
The timing of Google's decision is particularly notable, coming weeks after Barb figures for December revealed that YouTube viewership in the UK on TVs, smartphones, and tablets surpassed the BBC's combined channels for the first time. These figures are based on a minimum of three minutes of viewing, which advantages YouTube's extensive short-form content, unlike broadcasters that often focus on 15-minute viewing metrics for longer shows.
YouTube generates nearly $2 billion in advertising revenue from UK content views, according to eMarketer. The platform's move, along with similar efforts by Netflix, to be measured like traditional TV companies was initially seen as a strategic bid to attract more advertisers when announced last February.
In the UK, YouTube overtook ITV last year to become the second most-watched media service, trailing only the BBC. Globally, YouTube has reported that TVs have become the primary device for viewing its content in the US, surpassing mobile phones and desktop computers.
YouTube's Stance and Alternative Measurement Systems
A spokesperson for YouTube explained the company's position, stating, "YouTube has a long track record of providing access to third parties for research and reporting, and all third parties must respect the necessary terms of service and policies when using our application programming interfaces. While the vast majority of our partners, companies and creators adhere to these guidelines, we will take action when these terms are violated, as was the case here."
Google has indicated that it does not believe the Barb measurement service accurately represents YouTube viewership. However, the legal actions specifically relate to breaches of terms of service concerning creator content.
Despite the pause in Barb's service, YouTube's UK viewership continues to be measured by other companies, including Ipsos/Iris, while advertising metrics are tracked by firms such as Nielsen, ISBA's Origin, and AudienceProject. A spokesperson for Kantar confirmed the suspension, noting, "We can confirm that the measurement service is paused per Barb's recent announcement. We will not be commenting on confidential client discussions further at this time." Barb has declined to comment on the matter.
