Co-viewing refers to the act of multiple people watching ads on a connected TV (CTV) device together. When multiple people view together, this could lead to more impressions and reach for your video ad.
Panels show that multiple people are watching YouTube together on TV screens, a consumer behavior characteristic of linear television viewership as well. Google measures co-viewing on YouTube CTV using real-time and census-level surveys served in over 100 countries and 70 languages worldwide. Statistical methods are used to eliminate response bias and make sure the results accurately represent YouTube’s viewers. Google uses this information within a dynamic reach model to measure and predict co-viewing based on different factors such as the day-of-week, time-of-day, country, and user demographics.
With co-viewing metrics, you can gain additional insight into your audience, allowing you to measure and plan for additional impressions and reach through CTVs. This means more accurate reach forecasts and campaign reports that enable an apples to apples comparison between YouTube and the rest of your linear and connected TV buy, ultimately driving better investment decisions.
