Barb has reported on programme audiences for subscription video on demand (SVOD) services such as Netflix and Disney+ since November 2021, as well as service-level viewing on video-sharing platforms such as YouTube and TikTok.

The consultation suggests expanding this reporting to cover all television and television-like content on video-sharing platforms.

As part of the proposals, Barb has identified three requirements: videos and channels should be under the editorial control of a professional media service provider; the provider should adhere to industry-agreed standards for brand safety; and classifying content by genre to assist advertisers and agencies.

Barb has appointed Paul Evans, former global head of media at Vodafone, as an independent adviser to lead the consultation.

The consultation will invite practitioners including media agencies, advertisers, broadcasters and video-sharing platforms to help shape the definition of television-like content.

Evans will present findings to Barb’s strategy board in the autumn.  

Justin Sampson, chief executive at Barb, said: “Since November 2021, we’ve been delivering daily audience data for SVOD and video-sharing services. This enhances what was already the most comprehensive and granular measurement service for all forms of television on all devices.

“Now we are ready to specify the next evolution in our industry’s gold-standard measurement of what people watch.”