Since 2021, Barb has measured service level audiences on YouTube (all devices) and how people watch content provided by TV companies on the platform (to TV sets). In July it became the first TV joint-industry measurement system in the world to incorporate viewing to YouTube channels, working with research partner Kantar Media. Two hundred of the most watched YouTube channels are now part of Barb’s regular audience reporting, showing weekly reach, share of total identified viewing on TV sets, and total minutes, alongside demo profiles. Barb explains how this helps insights teams and media planners, and the methodology used to ensure accuracy and comparability to existing linear and streaming measurement. During a sample week in July, MrBeast reached 0.5% of 4+ individuals in the UK, accounting for 0.01% of total identified (4+) TV set viewing. The official Peppa Pig channel, Bluey, WWE and Sony Pictures Entertainment are among the channels measured. You will hear the latest data on YouTube channel reach.