Barb

Barb is the UK’s television and video audience measurement body, operating as a not-for-profit company that provides industry-standard viewing data used by broadcasters, advertisers, agencies, streaming services and research teams. Its core products include subscriber-only analytics portals such as What People Watch and Barb Ads Hub, alongside public viewing-data publications. The company’s role is to produce trusted audience measurement and reporting across linear TV and streaming-related viewing contexts in the UK. Barb generates revenue primarily through subscription and data access arrangements rather than advertising or consumer monetisation. Its paying customers are industry participants that need official audience currency for campaign planning, trading, reporting and market analysis. The company creates value by combining panel and census-level datasets into a standardised measurement framework accepted across the UK advertising and broadcast ecosystem.