comScore to track video audiences across mobile devices

comScore is to track video audiences in the US across computers, mobile and other streaming devices, according to The New York Times.

Up until now, the technology company has measured digital video audiences on only desktops and laptops; however, in a move that hopes to benefit both TV networks and advertisers, streaming via other increasingly integral devices will now be taken into account.

By counting the number of people watching video on mobile and other digital devices beyond a computer, comScore found that the total digital viewership for television networks increased by a range of 8 percent to as much as 30 percent.

comScore’s chief executive, Serge Matta, told the NYT: “We want to make sure that video audiences get properly counted across all platforms.

“Everyone knows, for a platform to increase in usage, you need to have measurement. If you don’t, there is no way you will get the appropriate credit and there is not a lot of advertising happening on that platform.”