Barb

Barb operates a joint industry measurement model. It collects, structures and distributes official UK viewing data, then licences access to those datasets and analytical environments to broadcasters, agencies, advertisers, streaming platforms and related professional users. Because it is a not-for-profit body limited by guarantee, its commercial model is oriented around funding and sustaining trusted industry measurement infrastructure rather than maximising profit margins.

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.