Google sends legal notice to Barb and Kantar; says: You do not know how to measure YouTube’s …

Google has reportedly forced UK television measurement groups Barb and Kantar to suspend a new service. This service, launched last year, compared YouTube channel viewership with that of other TV channels and streamers. The Google-owned streaming giant cited a breach of its terms of service to issue a legal notice suspending the service, a report claims. According to a report by The Financial Times (FT), YouTube sent a legal “cease and desist” letter to Kantar over the new measurement service just months after its launch in 2025. This legal notice has prevented Barb and Kantar from accessing YouTube’s data that helped them analyse viewing sessions for specific content creators.