At the end of the week, comScore announced its plan to introduce new mobile video metrics for YouTube and its Partner Channels across its core audience measurement services.
And there’s a good reason: 70 percent of YouTube viewing is now occurring on mobile devices. The expansion of comScore’s measurement solutions are designed to capture that mobile consumption. Bottom line? It should help content owners who participate in the YouTube Partner Program to improve monetization for their cross-platform audiences across distribution channels.
“The ability to better measure YouTube mobile video consumption through comScore services is a big step forward for cross-platform video measurement,” said Dan Hess, the EVP of products at comScore. “Content producers can now demonstrate the scale and value of the tens of millions of viewers they’re reaching on desktop and mobile on an unduplicated basis across YouTube and their Owned & Operated properties helping these YouTube Partners to better monetize these large audiences.”
One popular YouTube client — Vevo — welcomes the move.
“We know that mobile devices are the first and only screens used among a majority of our audience,” said Roberto Santos, director of audience research at Vevo. “This fact makes it essential that we have access to granular, cross-screen insights about how Vevo content is being consumed across various channels. We’re pleased to see measurement providers like comScore taking steps to give content owners a more complete picture of their viewing audience.”
You can check out comScore’s infographic on YouTube reporting here.