Methods and apparatus to measure exposure to streaming media are disclosed. An example apparatus includes memory including first instructions that, when executed, cause at least one processor to access media to be provided to a client device, embed advertisement markers and metadata generated in association with the media into a media file, and provide second instructions and the media file to the client device. The second instructions cause the client device to update a multi-file counter with an offset based on a duration of the first media segment, detect that a second media segment is a segment of the multi-segment media based on the media file, add a determined playback time to the multi-file counter to determine a corresponding playback time of the multi-segment media, and attempt to lookup a metadata tag and corresponding playback positions based on the playback time of the multi-segment media.