YouTube expands Nielsen CTV measurement tool in the UK

YouTube is expanding its reach in the UK by including deduplication with mobile and desktop devices, allowing for cross-platform measurement and a comprehensive view of ad performance. Nielsen's data now covers YouTube ad inventory across computer, mobile, and CTV screens, with plans to extend to more markets. Meanwhile, YouTube's dominance in viewership on connected and traditional TVs in the US poses challenges for media companies like Netflix, Disney, and Warner Bros. Discovery, who are unsure whether YouTube is a competitor or a complementary platform. As YouTube continues to grow, media executives are strategizing on how to navigate its impact on the entertainment industry, with companies like Disney discussing potential integration of user-generated content. With YouTube's significant share of TV viewership and its diverse content offerings, it remains a key player in the streaming landscape, attracting a wide audience and advertisers alike.