YouTube criticised after pulling out of UK TV audience measurement

Wed, 28 Jan 2026

Owner Google moves to block Barb data access months after allowing 200 channels to be monitored

YouTube has been criticised by the TV and advertising industry after suspending its participation in a key measurement system that compares viewership on the social media site with other streamers such as Netflix and TV broadcasters.

YouTube’s owner, Google, has sent “cease and desist” letters to Barb, which publishes audience figures that are used as the UK industry standard, and Kantar Media, its research partner in the service.