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Comscore Expands YouTube CTV Viewership Measurement to International Markets

1. Comscore expands YouTube CTV metrics to Canada, France, Spain, and Malaysia. This reinforces SCOR's global measurement leadership. 2. Person-level viewership insights now cover CTV alongside desktop and mobile. This enhancement deepens audience behavioral analytics. 3. The rollout aids advertisers in unlocking YouTube's full value across screens. This could strengthen SCOR’s market position.

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FAQ

Why Bullish?

The international expansion introduces new revenue streams by enhancing measurement precision across platforms, similar to past product upgrades that provided gradual stock support.

How important is it?

Expanding CTV metrics internationally enhances SCOR's product suite and market reach, increasing potential earnings and advertiser value over time.

Why Long Term?

While the immediate effect may be limited, successful global adoption will likely boost SCOR's revenue over time, recalling previous multi-market expansions.

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Cross-Platform Content Consumption Metrics Now Available in Canada, France, Spain, and Malaysia February 20, 2025 08:30 ET  | Source: Comscore, Inc. RESTON, Va., Feb. 20, 2025 (GLOBE NEWSWIRE) -- Comscore (NASDAQ: SCOR), a global leader in measuring and analyzing consumer behaviors, today announced an international expansion of its YouTube audience measurement capabilities. For the first time, YouTube Connected TV (CTV) platform reach and volumetrics—covering video views and duration—will be included in Comscore’s Video Metrix Multi-Platform in Canada, France, Spain, and Malaysia. By delivering person-level CTV viewership metrics for YouTube in these key international markets, Comscore will empower content owners, creators, advertisers, and agencies to unlock the full value of their YouTube content, across CTV, desktop and mobile inclusive of co-viewing. The expansion complements Comscore’s existing coverage for YouTube on desktop and mobile platforms. The release also extends Traffic Sharing capabilities for YouTube CTV viewership measurement, where available, providing deeper insights into audience behavior. “By expanding our person-level viewership data for CTV to multiple markets outside of the US, Comscore continues to write the streaming measurement playbook,” said Jen Carton, Senior Vice President of Product Management, Comscore. “Now advertisers and agencies can unlock the true value of their audience on YouTube across CTV, desktop, and mobile.” Other markets outside the U.S. slated to see the total YouTube measurement rollout include Argentina, Brazil, Germany, India, Indonesia, Italy, Mexico, and the UK.  About ComscoreComscore is a global, trusted partner for planning, transacting, and evaluating media across platforms. With a robust data footprint that combines digital, linear TV, over-the-top, and theatrical viewership intelligence with advanced audience insights, Comscore empowers media buyers and sellers to quantify their multi-screen behavior and make meaningful business decisions with confidence. A proven leader in measuring digital and TV audiences and advertising at scale, Comscore is the industry’s emerging third-party source for reliable and comprehensive cross-platform measurement. Media ContactMarie ScoutasComscore, Inc.press@comscore.com

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