Methods, apparatus, systems, storage media, etc., to perform media monitoring for mobile platforms using messaging associated with adaptive bitrate streaming are disclosed. An example media platform disclosed herein is to detect an adaptive bitrate streaming uniform resource locator (URL) in an outgoing message to be sent by the mobile platform to stream media in accordance with an adaptive bitrate streaming protocol, and associate the adaptive bitrate streaming URL with a time value. The disclosed example media platform is also to transmit the outgoing message to a first server to cause the media to be streamed to the mobile platform, and transmit the adaptive bitrate streaming URL and the time value to a second server different from the first server to cause a media impression associated with the mobile platform to be monitored.