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India to get comprehensive YouTube data come 2025, courtesy Comscore
Mumbai: One sore point for most media planners and buyers is that digital does not give accurate and reliable data in one place while third-party measurement is still some time away. Well, things are going to get much better come 2025 for Indian media mavens and marketers, thanks to rating and evaluation agency Comscore. For that’s when it is going to be releasing comprehensive measurement of YouTube audiences across all digital devices in India.
This was announced yesterday by the research and monitoring firm even as it stated that at the beginning of July, it had started delivering a holistic view of YouTube traffic across desktop, mobile, and connected TV (CTV) for the US market. This new capability enhances Comscore’s existing reporting for YouTube video traffic on desktop and mobile browsers, as well as in mobile apps, according to a press release issued by the company. The release added that “this groundbreaking holistic YouTube measurement sets Comscore apart from other industry measurement providers.”
With this advancement, Comscore’s video metrix multi-platform now includes YouTube CTV data, inclusive of co-viewing, in the US. Additionally, this release includes the ability for Comscore clients to access traffic sharing in its YouTube CTV measurement.
“Comscore is solving for the convergent shift in cross-platform audiences and continues to lead in digital and video measurement that incorporates person-level insights and deduplicates video audiences across digital,” said Comscore chief commercial officer Steve Bagdasarian. “Bringing YouTube CTV to Comscore’s video metrix multi-platform suite will give publishers complete reporting of its reach across all video platforms.”
Other regions outside the US will see the total YouTube audience view beginning in 2025, including Argentina, Brazil, Canada, France, Germany, Italy, Malaysia, Mexico, Spain, and the UK.
eNews
Piyush Thakur steps down as Inshorts’ chief revenue officer
Former vice president and cro says exit marks a new chapter after close to a decade of building revenue and partnerships at Inshorts Group.
NOIDA: Piyush Thakur has stepped away from Inshorts Group after nearly 10 years with the company, marking the end of a long tenure that culminated in his role as chief revenue officer.
In a farewell note, Thakur said he was “turning a new page” after almost a decade at Inshorts, calling it one of the hardest professional decisions he has made. He added that his exit was not driven by uncertainty about the future, but by reflection on a long association with the company.
Thakur joined Inshorts in October 2016 as vice president and spent around seven years in the role before being elevated to chief revenue officer in April 2024, a position he held until April 2026.
He said his tenure was defined by “thousands of mornings, late nights, product debates and breakthrough moments”, as the company evolved into a large-scale digital news platform used by millions.
In his note, Thakur emphasised that Inshorts’ growth was a collective effort across teams, adding that engineers, designers, sales teams and customer support staff all contributed to building the platform. He said the company’s success was not the result of individuals but of “everyone who stayed, passed through, and left their mark”.
Before Inshorts, Thakur worked across several digital media and business development roles. At ESPN, he served as senior regional manager from October 2015 to October 2016, focusing on growth initiatives, strategic opportunities and video distribution.
At Times Internet, he worked for nearly three years, including as head of business development from April 2015 to September 2015 and chief manager from January 2013 to March 2015. His responsibilities included monetisation of mobile platforms, managing media and developer partnerships, and driving revenue across digital properties such as The Times of India and The Economic Times.
Earlier, he worked at Brandmovers as head of business development from June 2012 to June 2013, handling digital, mobile and social media marketing solutions, client development and strategic consulting. During this period, he also worked on advertising revenue, brand strategy and CRM-based solutions.
At Inshorts, Thakur’s role focused on revenue strategy, mobile and media partnerships, and growth initiatives across platforms. His profile highlights experience in mobile product management, digital business models, partner ecosystems and revenue expansion in high-growth environments.
