The initiative has seen Barb select 200 of the most-watched YouTube channels to become part of its regular audience reporting, spanning subjects such as children’s content, UK and international news, sports and entertainment, as well as YouTubers.

Barb said the initiative, which it claims is a world first for a TV joint-industry measurement system, would build on existing reporting of how people watch content on YouTube that is distributed by TV companies, as well as service-level audiences for YouTube.

To choose the 200 YouTube channels, Barb worked with SeeViews, which specialises in planning advertising campaigns on YouTube, with the selection primarily based on volumes of viewing and whether the channels meet industry-agreed standards for brand safety.

Kantar Media then uses audio-matching automatic content recognition to gauge when Barb panel members access any of the 200 YouTube channels, relying on access to the audio output of devices, which is only possible on TV sets.

This technique is harnessed alongside URL detection via WiFi router meters installed in Barb panel homes to confirm YouTube as the source. Audio-matching ACR is the same method Kantar Media uses to identify programme viewing on linear channels and streaming services. 

Barb said that its data showed that in the second quarter of 2025, TVs accounted for 43% of all YouTube viewing among people aged 16 or over, ahead of smartphones at 32%, and 53% of the in-home, WiFi-based YouTube viewing for children aged four to 15. 

In addition, Barb clients can now access a new weekly YouTube report in Barb’s client portal showing weekly reach, share of total identified viewing on TV sets and total minutes viewed for each of the 200 YouTube channels.

The report also provides a demographic profile for each channel with information about the age and sex of viewers.   

The weekly report doesn’t feature YouTube channels operated by TV companies, as Barb includes this viewing in audience figures. 

Caroline Baxter, chief operating officer at Barb, said: “We are constantly innovating to keep pace with what people are watching today, without being constrained by the platforms or devices people watch on. We’ve gone beyond linear to report audiences to broadcast-video-on-demand services, and we’ve gone beyond broadcasters to report audiences to the streamers. 

“Now, using the same techniques we’ve been using for many years to report audiences to programmes on linear channels and streaming services, we’re breaking new ground again. This fresh, independent insight will shine a light on what people watch on YouTube for the first time, starting to answer the questions that are being asked across the advertising, programming and regulatory parts of our industry.”