Comprehensive Measurement and Cross-Platform Video Insights Now Available for YouTube Traffic on Desktop, Mobile, and Connected TV

Comscore, a trusted partner for planning, transacting, and evaluating media across platforms, has announced the launch of comprehensive measurement of YouTube audiences across all digital devices in the US. This new capability provides a holistic view of YouTube traffic on desktop, mobile, and connected TV (CTV), setting Comscore apart from other industry measurement providers.

Expanded YouTube Measurement

• Holistic View: Comscore now measures YouTube traffic across desktop, mobile, and CTV.
  • Previous Capabilities: Enhanced from existing reporting on desktop and mobile browsers, as well as mobile apps.
• New Feature: Integration of YouTube CTV data, inclusive of coviewing, into Video Metrix Multi-Platform.

Benefits for Clients

• Complete Reporting: Publishers receive comprehensive insights into YouTube's reach across all video platforms.
• Traffic Sharing Access: Clients can now access Traffic Sharing in YouTube CTV measurement.
• Person-Level Insights: Incorporates detailed, deduplicated video audience data across digital platforms.

Industry Impact

• Steve Bagdasarian, Comscore Chief Commercial Officer: Emphasizes the importance of solving for the convergent shift in cross-platform audiences and leading in digital and video measurement.

Future Expansion

• Global Rollout: Total YouTube audience view available in 2025 for regions including Argentina, Brazil, Canada, France, Germany, India, Italy, Malaysia, Mexico, Spain, and the UK.

Comscore's comprehensive measurement of YouTube audiences across all digital devices in the US marks a significant advancement in video and digital audience analytics. By incorporating YouTube CTV data into its Video Metrix Multi-Platform suite, Comscore provides publishers with complete reporting capabilities, ensuring a thorough understanding of their reach across all video platforms. This enhancement solidifies Comscore's position as a leader in cross-platform audience measurement.