Spotter partners with Comscore
January 7, 2026
Spotter, a partner to some of the world’s largest creators, has announced a strategic partnership with Comscore, the specialist in media measurement and analytics. This collaboration designates Comscore as Spotter’s official independent measurement partner, enabling a new approach to measuring the reach, engagement, and cultural influence of creator-led content across media platforms.
As the creator economy has become a core pillar of global entertainment, the right tools for measuring the cultural impact of these programs are critical to validate the scale and influence of creators, and empower them with trusted, independent data to grow their businesses, attract more brand investment, and build long-term success.
With this partnership, Spotter will utilise Comscore’s Cross-Platform Content Measurement (CCM), Video Metrix and Media Metrix products to assess the performance of YouTube creators’ content.
“At Spotter, we believe long-form creators are delivering the hit TV shows of today, commanding massive audiences and cultural influence week after week,” said Nic Paul, President & Co-Founder of Spotter. “They’re building franchises, audiences, and cultural moments that rival traditional TV and now, through our partnership with Comscore, we can measure that impact with the same credibility as broadcast, cable and streaming. This is a critical step in unlocking even more value for creators and brands.”
Comscore’s CCM provides a unified view of audiences across linear TV, CTV/Streaming, PC, Mobile, and Social, offering content owners like Spotter insight into consumer behaviour and the power of creator-driven media that is unmatched in the industry. This partnership will benchmark creator-led franchises directly alongside traditional TV content, helping advertisers understand the audiences that they can only reach via Spotter’s creator clients’ content.
“Our partnership with Spotter underscores Comscore’s leadership in redefining measurement of modern audiences,” added Steve Bagdasarian, Comscore’s Chief Commercial Officer. “By providing equivalent high-caliber data and analytics for creator content to what we do for major networks, we’re helping evolve the advertising ecosystem to reflect changing viewing habits where creator content sits alongside premium content in today’s streaming behaviour.”