BARB has committed to expanding its measurement of audiences to include “fit-for-TV” content on video-sharing platforms.
The decision follows an industry consultation led by BARB in autumn 2022 which saw practitioners from across the UK TV and advertising sectors attempt to establish a consensus on the type of content on video-sharing platforms that should be part of BARB’s audience measurement.
BARB already measures broadcaster content on YouTube with the collaboration of the broadcasters and is now committed to extending these existing capabilities, within the boundaries agreed during the consultations, including considerations of editorial oversight, regulatory compliance and content that provides a safe and suitable environment for advertisers.
The consultation also highlighted the importance of understanding the viewing experience and concluded that audience reporting should include contextual factors, such as content in view, device in use and sound on or off.
BARB has consequently committed to expanding its reporting of audiences to include fit-for-TV content on video-sharing platforms and will explore ways of reporting all content on video-sharing platforms that is produced in line with industry-accepted standards of brand safety.
In November 2021, BARB introduced daily audience reporting for SVoD, AVoD and video-sharing platforms at a service level, and Disney+ and Netflix subsequently signed up.
Justin Sampson, chief executive, BARB, said of that development: “We’re appreciative of the deep trust the industry has in our track record for delivering an understanding of what people watch. Yet we also hear a clear call to go further. We’ve made great strides to report audiences for VoD streaming services and are delighted Disney+ and Netflix have recognised the value of the insight we deliver.”
