“ComScore has invested significant time and resources toward ensuring that the data captured, processed, and presented is of the highest quality, retaining the industry-leading data integrity and privacy standards comScore is proud to have helped establish.
ComScore’s Video Metrix data for YouTube Partners comes from two primary sources:
1) A panel of roughly 1 million individuals in the U.S. and 2 million worldwide. These individuals 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.
2) Census-level video impression “tags” relayed through YouTube’s server infrastructure. Anytime anyone views a video that belongs to a YouTube Partner who has enabled comScore measurement, we count as an impression tag. No personally identifiable information about the viewers is contained within these tags – they are merely a notification to comScore that a video has been viewed. This data is used to calibrate comScore’s panel insights to a 100% accurate census-based measure of views, ensuring the most accurate data possible. This process is known as “Unification” and comScore is an industry-leader in pioneering this method of joining both panel and census-based market research measurements.
There may be times when comScore’s data for video views differs from what you see in your YouTube account. This could happen because comScore’s data:
1) Is only representative of computer-based viewing at home and work locations, whereas YouTube's data is for all viewing, regardless of platform.
