Google has sent cease and desist letters to Barb, less than a year after the UK’s industry currency for television launched a world’s first measurement of YouTube viewing figures on the big screen. As part of the initiative, Barb reported on 200 of the most-watched YouTube channels in its regular reporting, including Peppa Pig, WWE and Mr Beast. However, Google has now blocked this, citing a breach of its terms of service.
The move was swiftly criticised by industry bodies, including ISBA and Thinkbox, who suggested that YouTube was avoiding transparency. In recent years, there has been fierce debate between the parties over whether YouTube constitutes the new TV. Thinkbox’s Lindsey Clay has previously stated that, “TV is on YouTube, but YouTube isn’t TV”.
According to Barb’s own figures, the reach of YouTube in the UK recently overtook the BBC’s combined portfolio for the first time, having already surpassed ITV.
