Observed Signal · May 12, 2026 · Partnership · Source: VideoWeek · Impact: 3/5 · Sentiment: Positive
Rakuten TV Joins Barb Measurement
Rakuten TV Enterprise, the B2B arm of Rakuten TV (part of Rakuten Group), has signed up to be independently measured by Barb (Barb Audiences), the UK joint-industry audience measurement body. Effective immediately, Barb’s hybrid methodology will cover Rakuten’s UK ad-supported VOD inventory and FAST channels, allowing advertisers to compare its reach against broadcasters and major streamers using a recognised Joint Industry Currency. Initial Barb measurement (W2–5 2026) shows Rakuten TV reached roughly 2 million UK individuals and delivered meaningful incremental audiences: 54.6% of its viewers did not appear on other Barb-measured FAST platforms, and 11% did not watch major public-service broadcasters in the same period (rising to 27% of 16–24s). Rakuten TV said the move improves transparency and advertiser confidence in FAST/CTV buying; Stuart Keith (VP Global Ad Strategy & Partnerships) framed the signing as aligning measurement language across the industry.
Independent Barb measurement increases transparency and consistent cross-platform audience metrics for advertisers, addressing CTV/FAST fragmentation and improving media-buying confidence, but it is not a major industry-shifting policy or platform change.
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Key Takeaways & Evidence Grounding
- Rakuten TV Enterprise signed up to be measured by Barb (Barb Audiences) effective immediately.
- Initial Barb data (W2–5 2026) shows Rakuten TV reached approximately 2 million individuals in the UK.
- Barb found 54.6% of Rakuten TV viewers were not present on any other Barb-measured FAST platform.
- 11% of Rakuten TV viewers did not watch BBC1, BBC2, ITV1, Channel 4 or Channel 5 during the same four-week period (27% for 16–24s; 17% for 25–34s).
- Rakuten TV operates across 43 European territories and reaches more than 150 million households.
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Rakuten TV Joins Barb, Urges Other Streamers to Follow
Rakuten TV has signed up to be measured by Barb, becoming described as “one of the first hybrid streaming platforms” to join the UK broadcaster-owned TV measurement joint industry committee (JIC). In an interview filmed at New Video Frontiers in London, Chris Edwards, Senior Director, Media at Rakuten TV Enterprise, explained the company’s rationale for joining Barb, highlighted early insights from the JIC and said Rakuten TV hopes other CTV-first players will adopt the same measurement standard. Edwards also discussed the importance of transparency in CTV measurement and the role of agentic AI in the industry. The story was reported by VideoWeek on 2026-05-13.
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The article reports on German TV ratings for the weekend, highlighting the clash between the Nations League football match (Germany vs. Greece) on RTL and the new 'Tatort' episode on ARD. The football match dominated, with the second half attracting over 10 million viewers, averaging 10.13 million and a 46.0% market share in the second half. The 'Tatort: Explosive Mischung' drew 5.32 million viewers (20.7% share), its lowest reach this year, due to the football competition. Other notable ratings include ZDF's 'Wilsberg' winning Saturday with 4.89 million (23.5% share), ZDF's Rosamunde Pilcher film with 2.9 million, Sat.1's 'Oblivion' and ProSieben's 'Inglorious Basterds' with 0.72 and 0.52 million respectively, and 'The Voice of Germany' leading private broadcasters with 1.35 million. Streaming charts show Netflix's 'East of Eden' as new number one, 'Kill Jackie' on Prime Video, and 'Coven Academy' on Disney+. YouTube's top video was 'heute-show'. Data from AGF Videoforschung.
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