Mumbai: One sore point for most media planners and buyers is that digital does not give accurate and reliable data in one place while third-party measurement is still some time away. Well, things are going to get much better come 2025 for Indian media mavens and marketers, thanks to rating and evaluation agency Comscore. For that’s when it is going to be releasing comprehensive measurement of YouTube audiences across all digital devices in India.

This was announced yesterday by the research and monitoring firm even as it stated that at the beginning of July, it had started delivering a holistic view of YouTube traffic across desktop, mobile, and connected TV (CTV) for the US market. This new capability enhances Comscore’s existing reporting for YouTube video traffic on desktop and mobile browsers, as well as in mobile apps, according to a press release issued by the company. The release added that “this groundbreaking holistic YouTube measurement sets Comscore apart from other industry measurement providers.”

With this advancement, Comscore’s video metrix multi-platform now includes YouTube CTV data, inclusive of co-viewing, in the US. Additionally, this release includes the ability for Comscore clients to access traffic sharing in its YouTube CTV measurement. 

“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.” 

Other regions outside the US will see the total YouTube audience view beginning in 2025, including Argentina, Brazil, Canada, France, Germany, Italy, Malaysia, Mexico, Spain, and the UK.