Methods and apparatus to measure audience composition and recruit audience measurement panelists are disclosed. An example media device disclosed herein includes processor circuitry to execute instructions to: detect a first code embedded in a video stream of media presented by the media device, the first code to reference first audience measurement data to identify the media; after detection of the first code, provide a prompt to request input of second audience measurement data; and cause transmission of at least one of the first audience measurement data or the second audience measurement data to a remote data processing facility.