Media measurement and analytics company Comscore unveiled a tool that offers a comprehensive view of YouTube audiences across desktop, mobile, and connected TV (CTV) platforms in the U.S. 

This new capability addresses a critical gap in cross-platform video measurement.

Per a news release, the tool integrates YouTube CTV data, including co-viewing metrics, into Comscore’s Video Metrix Multi-Platform suite. 

“Comscore is solving for the convergent shift in cross-platform audiences and continues to lead in digital and video measurement that incorporates person-level insights and deduplicates video audiences across digital,” said Steve Bagdasarian, Comscore’s Chief Commercial Officer.

The measurement tool complements existing reporting on YouTube traffic for desktop and mobile browsers and mobile apps, offering several key benefits:

1. Holistic audience measurement: The tool offers a complete picture of YouTube’s reach across all video platforms, enabling more accurate campaign planning and performance evaluation.
   
2. CTV insights: By including CTV data, marketers can better understand the impact of YouTube content on larger screens, potentially influencing ad placement strategies.
   
3. Coviewing metrics: The ability to measure multiple viewers per CTV device provides a more accurate representation of total audience reach.
   
4. Traffic Sharing capabilities: This feature allows for a more detailed analysis of audience segments and content performance.

Comscore plans to expand this measurement capability to 11 additional countries in 2025, including major markets like the UK, Germany, and India. 

The new measurement tools build on Comscore’s previous partnership with the platform.

In October 2021, the company announced it had become the first measurement provider to deliver deduplicated advertising campaigns on YouTube across all devices.

“With this expansion of our partnership [with YouTube], Comscore has the most complete view of one of the largest national and global sources of ad-supported content,” Comscore CEO Bill Livek said at the time.

Industry members and agencies expressed support for Comscore’s efforts back then.

“We believe this partnership will help give advertisers much-needed clarity and a more complete view of their overall advertising effectiveness,” Mediahub Worldwide exec Elizabeth Daly praised the partnership in 2021.