Methods and apparatus are disclosed herein that increase a match rate for over-the-top media. An example apparatus includes a signature generator to generate a first signature of a first portion of a first media element and an audience measurement interface to receive a second signature of media monitored by a panelist meter. The example apparatus further includes a media element analyzer to compare the first signature and the second signature, determine a number of hits associated with the first media element based on the comparison, and, when the number of hits meets a threshold, generate a third signature of the first media element, the third signature generated for a second portion of the first media element, the second portion greater than the first portion.