If you have ever seen a message flash up on your Fire TV or any smart TV for that matter mentioning BARB, you’re not alone. It may have mentioned something about tracking your viewing habits and gave an option to press the yellow button to opt out but disappeared before you had time to do anything.
So, who are BARB, what are they tracking, and should you be concerned?
Who or What Is BARB?
BARB stands for the Broadcasters’ Audience Research Board. They’re the organisation responsible for measuring what people across the UK are watching on TV and streaming platforms. This includes everything from live TV to catch-up services and apps like Netflix and Disney+.
For years, BARB has collected viewing data from a small panel of volunteer households. But now, thanks to advances in smart TV technology, they’re working with TV manufacturers and streaming devices like Fire TV to get a more accurate picture of what the nation is watching, anonymously and at scale.
Why Did a Message Appear on My TV?
The message you saw was simply letting you know that your viewing data may be used by BARB to help understand audience trends. It usually offers the option to opt out (often via the yellow button on your TV remote), but if it vanished before you had a chance to respond, don’t worry, it might come back later, or you can check your TV’s privacy settings.
These prompts often appear after a software update or when a new feature is added, and they’re designed to keep you informed.
What Kind of Data Are They Collecting?
It’s natural to wonder what’s being tracked from your devices, but rest assured: this is not about collecting personal or sensitive information. BARB does not know who you are, where you live, or anything private about you.
The type of data they gather typically includes:
- What shows or apps are being watched
- The time and date of viewing
- The type of device used (e.g. smart TV, Fire Stick)
How Is That Data Used?
This information is hugely valuable to broadcasters and streaming services. It helps them:
- See what programmes are popular
- Decide what shows to recommission or cancel
- Understand how audiences are watching content live, on-demand, or binge watch later
- Shape future programming decisions
So, for example, if a show you love is quietly building an audience, BARB’s data might help ensure it gets a second series.
Final Thoughts
It’s sensible to be wary of any message that talks about data tracking, but in this case, it’s about helping to improve the shows and services we all enjoy. BARB has been measuring UK TV viewing for decades, and now they’re simply keeping up with the way we all watch TV today.
To read more visit barb.co.uk