YouTube Discontinues Barb Subscription for Q3

YouTube has dropped its subscription to UK video consumption measurement and ad currency provider Barb, according to reports. The decision does not affect Barb's measurement of YouTube channels, which is being expanded this quarter as part of its ongoing improvement of cross-media reporting.

According to online publication The Media Leader, a YouTube spokesman confirmed this week that 'while Google has previously held a Barb licence in accordance with our rate card, it doesn't currently have an active licence,' adding: 'Like any business, we regularly review our subscriptions, licences and data suppliers. As part of that review, we've decided for Q3 that we will not be renewing our data licence with Barb.' The spokesman said the two organisations were continuing a regular dialogue exploring opportunities.

Barb announced in February this year it would be measuring viewing of YouTube where it takes place on TV sets - described as 'a world first'. The body has reported on YouTube content distributed by TV companies since 2021 - for example Channel 4 and ITV have deals to put out hundreds of hours of their programming on YouTube - but from this quarter (ie during Q3 2025) will report on 200 selected YouTube channels as part of its daily service.

Barb says it 'remains open to collaboration with Google and all streaming services that wish to participate in industry-standard, independently audited measurement.' YouTube has dropped out of its Barb subscription before, but returned to the fold in April last year.

Web site: www.barb.co.uk . Pictured is Barb CEO Justin Sampson.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.