The agreement will see Rakuten TV have its audiences independently measured using Barb’s methodology, joining other major streaming platforms and TV services such as Netflix and ITVX.

Rakuten TV said that initial Barb data for earlier this year showed the service reached around two million people in the UK.

The company focuses on free ad-supported streaming television, and operates in 43 European territories.

Stuart Keith, vice-president global ad strategy and partnerships at Rakuten TV Enterprise, said: “Partnering with Barb is an active choice to be fully transparent with the market. In an increasingly fragmented TV environment, advertisers require clarity and consistency.

“By aligning with Barb, we’re speaking the same measurement language as the wider industry while clearly demonstrating the unique value we can bring through incremental audience reach.”