What People Watch

YouTube is impressive in scale – across 4-screens it was 17.4% of Total Identified Viewing in August this year. Only behind all BBC linear channels and BBC iPlayer combined at 22.7%. The picture is different if we restrict to TV screens where YouTube’s share drops to 8.9%, but this scale is one reason why Barb has measured YouTube since late 2021, and why it is important to remind ourselves what Barb data can tell the industry about YouTube audiences.

Doug Whelpdale, Head of Insight at Barb, has written an article for MediaCat which outlines why context is key when looking at YouTube audiences.

Read his full article c/o MediaCat here: https://mediacatmagazine.co.uk/youtube-is-big-but-context-is-key/

He also shared a few highlights in this video below.