Comscore extends YouTube audience measurement 

The move expands Comscore’s existing reporting for YouTube video traffic on desktop and mobile browsers, and mobile apps.

The update means Comscore’s Video Metrix Multi-Platform now includes YouTube connected TV data, inclusive of co-viewing, in the US. 

Comscore began producing these insights in July.

Steve Bagdasarian, Comscore chief commercial officer, said the addition of connected TV to the platform would give publishers “complete reporting” of YouTube’s reach. Comscore will expand the full reporting to regions outside the US, starting in 2025.