Barb and research partner Kantar Media have published their first report into what the British public are watching on YouTube.
The landmark initiative makes Barb the first TV joint-industry measurement system in the world to incorporate viewing to YouTube channels.
Barb has previously established reporting on how people watch content on YouTube.
Barb data show that TV sets account for the largest proportion of in-home, Wi-Fi-based YouTube viewing. In the second quarter of 2025, TV-set viewing accounted for 43% of all this YouTube viewing among people aged 16+, ahead of smartphones at 32%. TV sets are also the most popular device for children aged 4-15, accounting for 53% of their in-home, Wi-Fi-based YouTube viewing in the same quarter.
Barb has selected 200 of the most-watched YouTube channels to become part of its regular audience reporting. The selected channels span a variety of interests and topics, including kids’ content such as Bluey and Peppa Pig; sports like FIFA and WWE; UK and international news and politics such as Fox News and Times News; entertainment like Doctor Who and Warner Bros. Entertainment and popular YouTubers such as MrBeast, Sidemen and Topper Guild.
Peppa tops the list that skews towards children’s content, though the Universal Pictures All Access channel is 2nd, though Bluey knocks Mr Beast into 6th place.
Caroline Baxter, Chief Operating Officer at Barb said the company had gone beyond broadcasters to report audiences to the streamers. “Now, using the same techniques we’ve been using for many years to report audiences to programmes on linear channels and streaming services, we’re breaking new ground again. This fresh, independent insight will shine a light on what people watch on YouTube for the first time, starting to answer the questions that are being asked across the advertising, programming and regulatory parts of our industry.”
The weekly report doesn’t feature YouTube channels operated by TV companies as Barb includes this viewing in the audience figures it reports for the TV companies.
To identify when the 200 selected YouTube channels are watched by Barb panel members at home, Kantar Media uses audio-matching automatic content recognition (ACR). This relies on access to the audio output of devices, which is only possible on TV sets. This technique is harnessed alongside URL detection via the Wi-Fi router meters installed in Barb panel homes to confirm YouTube as the source. Audio-matching ACR is the same method Kantar Media uses to identify programme viewing on linear channels and streaming services.
