In a significant move, Barb and its research partner Kantar Media have released their first report analyzing British public YouTube viewing habits. This makes Barb the world's first TV joint-industry measurement system to integrate YouTube channel viewership.
Barb's data reveals that TV sets are the primary device for in-home, Wi-Fi-based YouTube viewing. During the second quarter of 2025, TV sets accounted for 43% of all YouTube viewing among individuals aged 16 and older, surpassing smartphones at 32%. For children aged 4-15, TV sets dominated with a 53% share.
Barb's analysis incorporates 200 of the most-watched YouTube channels, encompassing diverse categories including children’s content (Bluey, Peppa Pig), sports (FIFA, WWE), news (Fox News, Times News), entertainment (Doctor Who, Warner Bros. Entertainment), and popular YouTubers (MrBeast, Sidemen, Topper Guild). Interestingly, Peppa Pig leads the children’s content category, followed by Universal Pictures All Access, with Bluey pushing MrBeast to sixth place.
Caroline Baxter, Chief Operating Officer at Barb, stated: “Now, using the same techniques we’ve been using for many years to report audiences to programmes on linear channels and streaming services, we’re breaking new ground again. This fresh, independent insight will shine a light on what people watch on YouTube for the first time, starting to answer the questions that are being asked across the advertising, programming and regulatory parts of our industry.”
The weekly report excludes YouTube channels operated by TV companies, as Barb already includes this data in its existing reports. Kantar Media employs audio-matching automatic content recognition (ACR) and Wi-Fi router data to identify when panel members watch the selected YouTube channels. This methodology mirrors their approach to measuring viewership on linear channels and streaming services.