This includes content viewed, who’s watching, and viewers’ engagement across video platforms on a weekly and daily basis.

“As part of our promise to bring quality, innovative measurement to China, we are excited to introduce extended video reporting to the industry,” said Huang Xinyu, senior vice-president, managing director, Greater China at comScore.

“With the explosive growth of online video programmes in China, it is critical for content owners, publishers, advertisers and agencies to have an even deeper understanding of their audiences and the marketplace. Our latest offering provides granular data and insights into online video consumption at the programme level to help inform better content and advertising decisions.”