Ipsos Iris is an online audience measurement tool backed by UKOM, and the addition of YouTube data will allow media owners, agencies and advertisers greater abilities to analyse media content across key platforms.

In addition, Ipsos Iris will break out YouTube measurement and report against more than 500 audience segmentations.

James Oates (pictured right), head of Ipsos Iris at Ipsos, said: “We are thrilled to bring YouTube’s rich data into Ipsos Iris.

"The inclusion of video views and watch time across content owners not only enhances the robustness of our platform but also provides our subscribers with a holistic view of media consumption.”

Biren Kalaria, managing director at Google UK, commented: “YouTube plays an important role in everyday viewing across all audiences in the UK and it’s important that our partners have access to a complete picture of online video consumption across screens and platforms.

“With that in mind, we’re excited to be partnering with Ipsos on this important project, the only UKOM endorsed digital measurement provider, which will facilitate a greater understanding of what people are watching on YouTube and beyond.”

UKOM chief executive Ian Dowds (pictured left) added: “UKOM is proud to collaborate with Google and Ipsos to deliver this breakdown by organisation in the Iris data for YouTube.

“It is a great example of UKOM’s flexible approach towards endorsing what the industry is calling for: trusted, transparent and robust data at an increasingly granular level.”