Google's Display & Video 360 Help center provides information about co-viewing metrics for Connected TV (CTV) advertising. Co-viewing refers to multiple people watching ads on a CTV device together, leading to increased impressions and reach for video ads, which Google measures using real-time and census-level surveys with statistical methods.
For buyers planning connected TV budgets, Google is formalizing a way to count multiple viewers on one TV screen, which can raise measured impressions and reach. That matters because Display & Video 360 can now feed co-viewing into reach forecasting and campaign reporting, making CTV numbers more comparable with YouTube and linear TV in the same buying workflow. The key signal to watch is how this co-viewing model changes forecasted reach for CTV campaigns across different day-of-week, time-of-day, and country combinations.
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