Comscore announced this week it is rolling out comprehensive audience measurement and cross-platform video insights for YouTube traffic across desktop and mobile devices and connected TVs in the U.S. “This new capability enhances Comscore’s existing reporting for YouTube video traffic on desktop and mobile browsers, as well as in mobile apps,” the company explains. Comscore clients will now have access to Traffic Sharing in YouTube CTV measurement data, which includes viewership info about content distributed on YouTube to content creators. Data should help advertisers evaluate ad campaigns that incorporate YouTube.

“With this upgrade, Comscore’s Video Metrix Multi-Platform now includes YouTube CTV data, inclusive of co-viewing,” reports TV Technology. “Additionally, this release includes the ability for Comscore clients to access Traffic Sharing in our YouTube CTV measurement.”

“Previously, YouTube had been a customer of Comscore Campaign Ratings,” writes MediaPost.

“Comscore is solving for the convergent shift in cross-platform audiences and continues to lead in digital and video measurement that incorporates person-level insights and deduplicates video audiences across digital,” said Comscore Chief Commercial Officer Steve Bagdasarian.

“Bringing YouTube CTV to Comscore’s Video Metrix Multi-Platform suite will give publishers complete reporting of its reach across all video platforms,” he added.

“Regions outside the U.S. will see the total YouTube audience view beginning in 2025, including Argentina, Brazil, Canada, France, Germany, India, Italy, Malaysia, Mexico, Spain and the UK,” notes the press release.

In March, we reported that Comscore and YouTube expanded their partnership by integrating Comscore Campaign Ratings with YouTube Shorts and In-Feed inventory, making ad data specific to those outlets available across CTV, mobile and desktop.