YouTube, partner channels get new comScore mobile video measurements

YouTube, partner channels get new comScore mobile video measurements

YouTube, partner channels get new comScore mobile video measurements. Dive Brief: ComScore has added a new mobile video metric for YouTube and its partner channels, according to a comScore press release. Singling out mobile viewership has become important as 70% of YouTube views now happen on mobile devices, according to research cited by comScore. Of the top 50 YouTube channels, each, on average, extended its desktop reach by 218% when accounting for things like smartphones and tablets; total time viewed on those channels also increased by 380% after factoring in mobile views. Dive Insight: For content producers, the new measurements should allow for a clear picture of their total reach. Video is an increasingly important content type for marketers and much of video viewership now happens on mobile. YouTube, in particular, is a dominant platform for video marketing: Recent eMarketer forecasts predict YouTube's net U.S. video ad revenue could reach $2.59 billion in 2017, accounting for 20% of the U.S. total in the space. YouTube, for its part, has been making active efforts to better accommodate transparent, accurate advertising on its platform. The firm recently received MRC accreditation for mobile viewable impressions and related viewability metrics across ad offerings. "We're working hard to help our clients and the industry bridge the gaps that divide devices and platforms.

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Dive Brief:

  • ComScore has added a new mobile video metric for YouTube and its partner channels, according to a comScore press release. The expanded measurement options aim to help content producers show a clearer picture of their audience size as mobile viewing becomes increasingly important.
  • YouTube Partner Program members should be able to use the new metrics to improve cross-channel monetization of content across channels. Singling out mobile viewership has become important as 70% of YouTube views now happen on mobile devices, according to research cited by comScore.
  • Of the top 50 YouTube channels, each, on average, extended its desktop reach by 218% when accounting for things like smartphones and tablets; total time viewed on those channels also increased by 380% after factoring in mobile views. Sixty-nine YouTube Partner channels reached a monthly audience of at least 10 million viewers across desktop and mobile combined when just 15 YouTube Partners reached that audience on desktop alone.

Dive Insight:

For content producers, the new measurements should allow for…

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