News this week from the Broadcasters’ Audience Research Board (BARB) that YouTube has surpassed the BBC in viewing share has been widely framed as a tipping point. Some read it as a final nail in the future of public service broadcasting in a platform-led age.
But having spent ten years as a BBC journalist, another decade as a freelance content producer and academic, as well as the past five years as an Ofcom Content Board member, my instinct at times like this is to pause.
Audience measurement in a fragmented media landscape is complex. Anyone working in the industry knows that figures like those contained in this latest report from Barb – the independent UK body that measures and provides audience data for TV and video – have long been treated with caution. They capture something meaningful, but not the whole picture.
