YouTube stops being Barb subscriber
Google’s YouTube has stopped subscribing to Barb as of 1 July.
Barb has confirmed that “while Google has previously held a Barb licence in accordance with our rate card, it doesn’t currently have an active licence”.
A YouTube spokesperson told The Media Leader: “Like any business, we regularly review our subscriptions, licences and data suppliers. As part of that review, we’ve decided for Q3 that we will not be renewing our data licence with Barb.
“We continue to maintain a regular dialogue with the executive team at Barb to explore potential partnership opportunities.”
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A Barb subscription gives media owners access to Barb data, just as it does for media buyers and other stakeholders, but it is not related to whether a service is measured or not. The measurement insights Barb offers on YouTube consumption are not affected by YouTube’s decision to stop being a subscriber.
YouTube has been an important focus for Barb innovation as the audience measurement company has expanded its insights beyond traditional TV channels.
Barb has been reporting reach and time spent viewing YouTube since November 2021, when it announced the same capability for TikTok, Twitch, Amazon Prime Video, Disney+ and Netflix. That was part of a generational upgrade to cover subscription VOD and video-sharing platforms.
The data that underpins these insights is collected from router meters installed in Barb panel homes.
In February, Barb announced that it was incorporating viewing of YouTube channels into an expanded measurement initiative for YouTube content viewed on TV sets. That was claimed as a world-first for a TV joint industry currency.
The plan is for 200 selected channels to become part of Barb’s daily audience reporting on the platform. Data across the channels is due to appear in Q3.
Barb added: “Since 2021, Barb has included independent measurement of streaming services alongside traditional broadcast channels. We use robust, audience-centric methodologies that ensure fair and consistent reporting across all services, regardless of platform or business model.
“We remain open to collaboration with Google and all streaming services that wish to participate in industry-standard, independently audited measurement. Our aim is always to ensure inclusive and accurate representation of what UK audiences are watching.”
According to YouTube, it supports measurement innovation and is committed to transparent, fair, consistent, comprehensive and privacy-safe ways to measure and evaluate marketing investments.
The company has cited its track record of working with the industry, including third-party measurement organisations, to ensure YouTube content and advertising are accurately and independently measured, and to solve complex measurement issues for the broader advertising ecosystem.
YouTube has also pointed to partnerships with third parties such as Nielsen, UKOM and AudienceProject, plus it supports Isba cross-media project Origin (and for the Media Rating Council viewable impression for cross-media industry initiatives).
Previously, YouTube left Barb for a year but rejoined in April 2024. That break was prompted when Barb imposed new restrictions on how licensees could use its data.