Peppa topped Barb’s initial chart of YouTube viewingGoogle has forced UK measurement bodies Barb and Kantar Media to pause a new service designed to compare YouTube channel viewing on TV sets with audiences for linear channels and streaming platforms. The move follows “cease and desist” letters that, according to reports, object to the way Kantar’s measurement attributed viewing to individual creators, citing YouTube’s terms of service and use of its creator APIs. Barb and Kantar launched the service in July 2025 as a “world first”, adding 200 YouTube channels to Barb’s regular reporting using panel-based measurement. Kantar used audio-matching ACR alongside Barb’s in-home router data to confirm YouTube as the source, though the methodology excluded formats such as Shorts and live streams. Kantar has confirmed the service is paused, while YouTube said it supports third-party research but partners must comply with its API policies and it will act to protect creators’ rights.