"YouTube has been criticised by broadcasters and advertisers after withdrawing from the UK's main television audience measurement system, just months after agreeing to be measured alongside traditional TV channels and rival streaming platforms. The move follows legal action by YouTube's owner, Google, which sent cease-and-desist letters to Barb and its research partner Kantar Media, blocking access to data used to attribute viewing sessions to individual content creators."
"Lindsey Clay, chief executive of Thinkbox, which represents ITV, Sky, Channel 4 and UKTV, said the decision raised questions about transparency. "It does seem odd that YouTube has spent so much effort trying to convince advertisers that they are TV, and so gain the benefits of that reputation, but the moment there's some TV-like scrutiny they go legal to avoid it," she said. "If they want to be treated like TV, they need to be transparent.""
"According to reports, Google cited a breach of its terms of service as the reason for blocking access, arguing that the measurement process involved the use of creator content in ways not permitted under its application programming interface rules. Industry figures said the move undermined YouTube's efforts to position itself as a television-equivalent platform for advertisers. YouTube is estimated to generate almost $2bn (£1.5bn) a year in UK advertising revenue, according to eMarketer."
YouTube withdrew from the UK's main television audience measurement system after Google sent cease-and-desist letters to Barb and its research partner Kantar Media, blocking access to data used to attribute viewing sessions to individual creators. Barb had begun including viewing figures for around 200 YouTube channels watched on TV sets, enabling direct comparison with broadcasters and streamers. Google said the measurement breached its API terms by using creator content in prohibited ways. Industry figures said the move undermined YouTube's positioning as television-equivalent and raised transparency concerns for advertisers. YouTube's UK ad revenue is estimated at almost $2bn annually.
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