YouTube has been criticised by broadcasters and advertisers after withdrawing from the UK’s main television audience measurement system, just months after agreeing to be measured alongside traditional TV channels and rival streaming platforms. The move follows legal action by YouTube’s owner, Google, which sent cease-and-desist letters to Barb and its research partner Kantar Media, blocking access to data used to attribute viewing sessions to individual content creators. The decision came after Barb began including viewing...










