The growth of video streaming of all types is now an impetus for Nielsen to add new measurement for YouTube and YouTube TV when it comes to the video-site advertising inventory on connected TV platforms.
YouTube’s streaming TV inventory will be measured in Nielsen’s Digital Ad Ratings and Total Ad Ratings.
Nielsen had been measuring YouTube and YouTube TV advertising inventory for PCs and laptop computers and mobile devices.
Nielsen says this builds on its expanding advanced TV service, which includes addressable TV measurement.
Measurement for YouTube and YouTube TV on U.S. connected TVs will start in the first half of 2021 -- first with YouTube TV, the virtual pay TV service of live linear TV networks, and then with the YouTube app.
Nielsen says this measurement will be fully in effect ahead of the 2021-2022 TV upfront advertising selling season that starts in late May.
Nielsen says measurement of YouTube and YouTube TV is important, since over 100 million people in the U.S. watch YouTube content on connected TVs every month. It notes that advertisers and media agency executives have been asking for third-party partners to measure YouTube and YouTube TV audiences this way.
YouTube accounts for 20% of all streaming usage in the U.S., according to Nielsen. More than three-quarters of U.S. homes own one or more connected devices, with streaming accounting for 25% of total TV usage.