Five years ago this week… Comscore rushed out Movies Everywhere at the height of the pandemic, positioning it as a cross-platform movie measurement framework spanning box office, TVoD, OTT rentals, and streaming—filling the gap left by Nielsen’s TVoD-only approach. Endorsed by Paramount and United Artists Releasing, the launch reflected a moment when studios questioned whether theatrical releases still justified their cost. In hindsight, the product captured an inflection point, rather than the de facto death of cinemas. YouTube measurement pause: Google has forced audience measurement outfits Barb and Kantar Media to halt their “world-first” YouTube TV measurement service, citing API and creator rights issues. The July 2025 launch added 200 channels to Barb’s panel reporting, covering kids shows, sports,…