YouTube owns 44% of streaming ad-exposure time

Comscore's new Score Report, its answer to Nielsen's The Gauge but measured on ad exposure time rather than watch time, finds YouTube accounted for 44% of streaming ad exposure in August, with Tubi a distant second at 12%. Kevin Burns, Comscore's chief of staff and interim CRO, says the goal is "to present the data and allow folks to draw their own conditions." The implicit caveat the report invites: a ranking of who keeps people watching ads is also an incentive to juice ad loads. Published: 21 Oct 2026, 06:01 CEST. Seen in: Digiday.