BARB has commissioned a consultation to expand its reporting to include “all television and television-like content on video-sharing platforms”.
The consultation will invite media agencies, advertisers, broadcasters and video-sharing platforms to “shape the definition of television-like content”.
BARB has already isolated three criteria defining TV-like content which align with the EU Audiovisual Media Services Directive and public statements made by advertisers:
BARB has chosen Paul Evans (pictured, left) to lead the consultation.
Evans is an independent consultant with previous roles at Adgile Media, Vodafone, Havas, Mindshare, Clear Channel International, Xbox, Kimberly-Clark, AB-InBev, Bacardi and Nestle.
He will present the consultation’s findings to BARB’s Strategy Board in the autumn.
The UK’s television audience measurement service has reported programme audiences for subscription video-on-demand services (SVOD) including Disney+ and Netflix, and service-level viewing of video-sharing platforms like TikTok and YouTube since November 2021.