AGF, the German association providing the official TV audience ratings, will include online video consumption at YouTube in its reach figures.

The target of this world-first integration is to provide convergent TV and online video usage figures including YouTube and other online video platforms, according to AGF. The first results will be published later this year.

With the move, AGF reacts to the growing relevance of online video in media consumption in particular through the increasing number of screens and mobile devices. Also, the video market continues to diversify: In addition to the content offerings of classic TV broadcasters, a rising number of video portals and streaming providers enter the market.

Based on this growing variety, the German advertisers organisation OWM has pushed towards the establishment of a unified cross-media standard for media consumption measurement.

AGFs shareholders are public broadcaster ARD and ZDF and commercial broadcast groups RTL and ProSiebenSat.1. The organisation has commissioned research company GfK to measure the TV consumption.

The online video usage will be monitored by collecting data from an online panel operated by Nielsen and GfKs cross media panel.