Barb says its committed to expanding its measurement of audiences to include fit-for-TV content on video-sharing platforms.
It follows a consultation that established an industry-wide consensus on the value of content produced to quality standards. The characteristics of such ‘fit for TV’ content include:
- Editorial input and oversight
- Regulatory compliance, or an intention to deliver content that aligns with prevailing regulation
- Content that provides a safe and suitable environment for advertisers
Barb already measures broadcaster content on YouTube with the collaboration of the broadcasters and is committed to extending this further.
“We’re appreciative of the deep trust the industry has in our track record for delivering an understanding of what people watch. Yet we also hear a clear call to go further. We’ve made great strides to report audiences for VOD streaming services and are delighted Disney+ and Netflix have recognised the value of the insight we deliver,” said Justin Sampson, Chief Executive, Barb.
To reflect the changes Barb has changed its company name to Barb Audiences Ltd to reflect both its 40-year history and its ambition to continue extending the industry’s standard measurement across TV companies, VOD streamers and video-sharing platforms.
“Our new brand positioning builds both on our heritage of continuous innovation and our forward-looking approach to measure viewing behaviour that isn’t constrained by devices, distribution platform or business model,” continued Sampson.
In November 2021, Barb introduced daily audience reporting for SVOD, AVOD and video-sharing platforms at a service level. In addition, it also began to report programme audiences for shows on the leading pure-play VOD services. Disney+ and Netflix subsequently signed up to join Barb.
