Co-viewing: Definition

When multiple people watch YouTube on a connected TV (CTV) device together and view an ad at the same time, it could lead to more impressions and reach for your campaign. Discover what makes YouTube CTV unique

Panels show that multiple people are watching YouTube together on TV screens, a consumer behaviour characteristic of linear television viewership as well. Google measures co-viewing on TV screens using a combination of Google's connect TV panel data and real-time, census-level surveys to assess co-viewing behaviour across 100+ countries via 70+ languages worldwide. Statistical methods are used to eliminate bias and to make sure that the results accurately represent YouTube’s viewers. Google uses this information within a dynamic reach model to measure and predict co-viewing based on different factors such as the day-of-week, time-of-day, country and user demographics.

With co-viewing metrics, you can gain additional insight into your audience, allowing you to measure and plan for additional impressions and reach through CTVs. This means more accurate reach forecasts and campaign reports that enable you to make a fair comparison between YouTube and the rest of your linear and connected TV buy, ultimately driving better investment decisions. Today, we bill for impressions that match an advertiser’s target criteria and starting in 2024, billing will be adjusted to include the co-viewing model. Nielsen DAR guarantees are still available and advertisers and agencies can continue to buy on Nielsen DAR.

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