Google has forced UK measurement bodies Barb and Kantar Media to pause a new service designed to compare YouTube channel viewing on TV sets with audiences for linear channels and streaming platforms.
The move follows “cease and desist” letters that, according to reports, object to the way Kantar Media’s measurement attributed viewing to individual creators, citing YouTube’s terms of service and use of its creator APIs.
Barb and Kantar Media launched the service in July 2025 as a “world first”, adding 200 YouTube channels to Barb’s regular reporting using panel-based measurement. Kantar used audio-matching ACR alongside Barb’s in-home router data to confirm YouTube as the source, though the methodology excluded formats such as Shorts and live streams.
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.
Kantar Media has confirmed the service is paused, while YouTube said it supports third-party research but partners must comply with its API policies and it will act to protect creators’ rights. The pause comes as broadcasters, advertisers and regulators push for clearer cross-media measurement of online video.
Approached by Broadband TV News, Barb declined to comment.
