Methodology and Privacy

comScore and YouTube have invested significant time and resources towards ensuring that the data captured, processed, and presented is of the highest quality, retaining the industry-leading privacy and data integrity standards both companies are proud to have helped pioneer.

comScore’s Video Metrix data comes from two primary sources:

The first one is an opt-in panel of roughly 1 million individuals in the US and 2 million worldwide that have given comScore permission to measure their Internet activity, including video viewing. From this source, comScore is able to understand video viewers’ demographics, engagement rates, viewing patterns, and a plethora of additional attitudinal and behavioral characteristics.

The second primary component to Video Metrix data is census-level video impression “tags” relayed through YouTube’s server infrastructure to comScore anytime anyone views a video that belongs to a YouTube partner who has enabled comScore measurement. No personally identifiable information about the viewers is contained within these tags. This data is used to calibrate comScore’s panel insights to a 100% accurate, unbiased census-based measure, ensuring the most-accurate data possible. This process is known as “Unification” and comScore is the proud pioneer of this leading method of joining both panel and census-based market-research measurements.

For more information, please visit www.comscore.com/Methodology.