Methods and apparatus are disclosed herein that increase a match rate for over-the-top media. An example apparatus includes an audience measurement interface to receive a first signature of media monitored by a panelist meter and a media element analyzer to compare the first signature to a reference signature stored in a reference database, in response to the first signature not matching the reference signature, compare the first signature to a preliminary signature stored in a preliminary database, determine a number of hits associated with a media element based on the second comparison, and when the number of hits meets a threshold, generate a second signature of the media element, the second signature having a greater duration than the preliminary signature, wherein the second signature is an expanded version of the preliminary signature.