by Wayne Friedman, February 23, 2017

Media measurement company comScore is launching new mobile video metrics for YouTube and its partner channels.

The new push comes from the growth of YouTube on mobile, says comScore — now 70% of its total YouTube viewing.

The measurement company says the new effort comes from the growth of YouTube on mobile — now 70% of its total YouTube viewing. “The ability to better measure YouTube mobile video consumption through comScore services is a big step forward for cross-platform video measurement,” stated Dan Hess, EVP of products at comScore.

Mobile video viewing data for the Google video site — which includes both smartphone and tablet viewing on both app and mobile Web — is integrated into comScore Video Metrix for syndicated digital video measurement.

YouTube data via comScore in December 2016 shows that among the top 50 YouTube channels, each extended its desktop audience (reach) by 218% after including consumption on smartphones and tablets.

Total viewing time on the top 50 YouTube channels increased in desktop engagement by 380% when accounting for mobile viewing, while 69 YouTube channels reached a monthly audience of at least 10 million viewers across desktop and mobile combined. Those sums are versus just 15 YouTube Partners on desktop alone.

Earlier this week, Google received Media Rating Council accreditation for video impressions and viewable statistics for desktop and mobile Web, as well as mobile apps in DoubleClick Campaign Manager.

MediaPost.com: Search Marketing Daily

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