YouTube has been criticized for releasing a UK TV audience rating system

YouTube has come under fire from broadcasters and advertisers after pulling out of a UK TV audience rating system, just months after agreeing to be measured against traditional TV channels and rival streaming platforms.

The move follows legal action by YouTube’s owner, Google, which sent Barb and research partner Kantar Media, blocking access to data used to assign viewing times to individual content creators.

The decision came after Barb began compiling viewing figures for around 200 YouTube channels watched on TVs, allowing direct comparisons with broadcasters such as the BBC, ITV, Sky and Channel 4, as well as broadcasters including Netflix.

According to reports, Google cited a violation of its terms of service as the reason for blocking access, arguing that the rating process involved using the creator’s content in ways that are not allowed under its app integration rules.

Industry figures said the move undermines YouTube’s efforts to position itself as the television equivalent of advertisers.

Lindsey Clay, chief executive of Thinkbox, which represents ITV, Sky, Channel 4 and UKTV, said the decision raised questions about transparency.

“It seems strange that YouTube has spent so much effort trying to convince advertisers that they are TV, so they can get the benefits of that reputation, but when it’s viewed like TV they become legal to avoid it,” he said. “If they want to be treated like television, they must be visible.”

YouTube is estimated to make around $2bn (£1.5bn) a year in UK advertising revenue, according to eMarketer. Its participation in the Barb’s rating system was announced last February as part of a wider program of digital platforms to attract larger TV advertising budgets by allowing comparison of the platform.

Simon Michaelides, director general of the ISBA, said the suspension was disappointing for advertisers.

“Barb plays an important role in the UK’s rating system, enhanced by her partnership with YouTube,” he said. “Media measurement is complex and presents challenges, but we hope that a solution can be found to the benefit of advertisers.”

Barb’s recent data underscored why moderation is important. December figures showed that YouTube overtook the combined BBC channels for the first time in UK viewing across TVs, smartphones and tablets. However, the methodology counts a minimum of three minutes of views, a metric that favors shorter platforms like YouTube, compared to broadcasters’ preference for longer views.

Last year, YouTube said TV sets had overtaken mobile devices as the primary way its content is viewed in the US. In the UK, the platform has overtaken ITV to become the second most watched media service, behind the BBC.

Google said it does not believe the Barb service is representative of YouTube viewers as a whole, but emphasized that the legal action is based on compliance with the terms of service rather than objections to the rating itself.

“YouTube has a long history of providing access to third parties for research and reporting,” a spokesperson said. “All third parties must respect our terms of service and policies when using our APIs, and we will take action if these are violated.”

UK YouTube audiences are also measured by firms including Ipsos/Iris, while advertising performance is tracked by organizations such as Nielsen, ISBA’s Origin initiative and AudienceProject.

Kantar confirmed that the service connected to Barb has been suspended but declined to comment further, while Barb declined to comment.

The dispute highlights growing tensions as digital platforms seek TV-style advertising budgets while resisting the scrutiny and ratings long accepted by traditional broadcasters.