Programmes from leading broadcasters including BBC, ITV and Channel 4 will be counted towards TV audience figures under new plans.
Ratings agency BARB has approached YouTube asking it to apply to join the organisation, according to a report in The Sunday Telegraph.
Under the scheme, BARB would provide official ratings for all content produced by ‘professional’ outlets, such as those that have some kind of editorial lead, meaning that amateur videos would be exempt.
BARB has increasingly moved towards counting a variety of sources. In 2021, BARB started to include. streaming services alongside linear broadcasting as part of its “gold standard” reporting of viewing in UK homes. Daily reporting now includes aggregate-level viewing to SVOD/AVOD and video-sharing platforms, as well as content ratings for shows on the leading SVOD services.
Netflix joined as a member in October of last year.
