Comscore has officially announced an expansion of their YouTube measurement capabilities which will now include include YouTube Shorts, as well as YouTube viewership across connected TV (CTV), desktop, and mobile devices.
YouTube Shorts is the primary focus, due to it’s impact in the entertainment space that seems to be trending upward with the expansion of the streaming industry.
According to the official announcement:
“Short-form videos are inherently shareable and YouTube Shorts capitalizes on this by making it easy for users to discover and share content rapidly. The platform’s algorithm leverages trending topics and viral content, providing an opportunity for creators to ride the wave of popularity and gain visibility.
Consider an example from the dynamic realm of retail media. The ecosystem is witnessing a transformative shift as brands look to create e-commerce driving content as an addition to their traditional advertising strategies. Audiences are responding in kind, with Comscore data showing a surge in actions linked to retail media YouTube Shorts content of 188% since the onset of 2021. This trend reflects the seismic shift since the pandemic in the confidence of audiences interacting with short-form retail media content.”
Comcast says that YouTube Shorts is now averaging over 70 billion views daily, and the number of channels utilizing Shorts has increased by 50% year-over-year.
