Google Forces Suspension of UK TV Measurement Service for YouTube
In a significant development for the media measurement industry, Google has reportedly compelled UK television measurement organizations Barb and Kantar to halt a newly launched service. This service, which began operations last year, was designed to compare viewership on YouTube channels with that of traditional television channels and streaming platforms. According to a report by The Financial Times, YouTube issued a legal "cease and desist" notice to Kantar, citing breaches of its terms of service, which has led to the suspension of this innovative measurement initiative.
Details of the Suspended Service and Legal Action
The service aimed to measure YouTube content watched on television sets using the same methodology applied to linear television and streaming services. By accessing YouTube's data through APIs, it analyzed viewing sessions for specific content creators. However, Google's legal notice has now blocked Barb and Kantar from accessing this crucial data, effectively bringing the project to a standstill. Sources indicate that Google raised concerns about the service's ability to measure YouTube viewership accurately, but the legal action primarily focused on violations related to the use of creator content under YouTube's terms.
Impact on Viewership Data and Industry Tensions
Initial findings from the service revealed interesting insights, such as Peppa Pig being YouTube's biggest channel for TV viewers, attracting 758,000 viewers in a measured week—1.2% of all people aged 4 and above who watched for at least three consecutive minutes. Another popular creator, MrBeast, drew 319,000 viewers, or 0.5% of the available audience. This dispute highlights growing tensions between the traditional TV industry and tech-led platforms like YouTube, which are increasingly capturing younger audiences. Barb and Kantar's service sought to level the playing field by comparing platforms using uniform methods, but this move by Google underscores the challenges in integrating new media into established measurement frameworks.
Broader Context and Regulatory Interest
The suspension occurs amid heightened scrutiny from UK regulators, such as Ofcom, which are evaluating whether current rules for TV and media are adequate in the digital age. Other measurement services, like Ipsos/Iris and tools from Nielsen and AudienceProject, continue to assess YouTube's viewership in the UK. Barb has been reporting on YouTube viewing since 2021, based on data from home TV sets via Wi-Fi routers, and had plans to include 200 YouTube channels in daily audience reports. Kantar Media used automated audio-matching technology to identify channels watched by Barb panel members, similar to its monitoring of TV channels and streamers, which was the specific focus of Google's legal letter due to its use of content creator APIs.
Responses and Future Implications
YouTube stated that it has a "long track record of providing access to third parties for research and reporting," but emphasized that all parties must adhere to its terms of service and policies. The company added that it "must act quickly and consistently to protect its ecosystem, including the rights of creators" when terms are violated. Kantar Media confirmed that the "measurement service is paused" but declined further comment on confidential discussions, while Barb refused to comment on the suspension. This incident raises questions about the future of cross-platform media measurement and the balance between innovation and compliance in the rapidly evolving digital landscape.
