蘑菇AV

Following three consecutive quarters of ad revenue losses, YouTube faces an urgent need to restore growth. This could present marketers using YouTube with opportunities to target audiences on both connected TVs and smartphones.

YouTube has quietly developed a strong subscription business. Although YouTube is usually used as a free service monetized through ads, it says its YouTube Music and Premium services now have more than 100 million subscribers worldwide. In February 2024, YouTube shared that YouTube TV had surpassed 8 million subscribers in the US.

YouTube has quietly developed a strong subscription business. Although YouTube is usually used as a free service monetized through ads, it says its YouTube Music and Premium services now have more than 100 million subscribers worldwide. In February 2024, YouTube shared that YouTube TV had surpassed 8 million subscribers in the US.

Social networks include Meta, Snapchat, TikTok, X, and others, excluding YouTube. Social media refers to social networks and YouTube. Social ad spending includes paid ads appearing within social networks, excluding YouTube. Rates are up across the board, with TikTok leading the pack.

YouTube needs to be a priority. 鈥淚 don't think we're talking about YouTube enough,鈥� said Josh Rosenberg, CEO and co-founder of Day One Agency. 鈥淪howing up on that platform in the right way can be a big lift, but it鈥檚 where millions are engaged, especially next-gen consumers. It鈥檚 TV for an entire generation and opens up a world of creative possibility.鈥�.

Discoverability is a big challenge for creators on YouTube, particularly for long-form video. YouTube could be better for monetization. The end goal for creators is to make money off their content.

To capture Gen Alpha鈥檚 attention, marketers can tap into their love of tablets and YouTube.

In the event of a ban, TikTok鈥檚 users would likely move to YouTube Shorts and Instagram Reels. 30% of US adults would move to YouTube, per a March 2024 survey from CivicScience. 29% would move to Facebook and 15% would move to Instagram. TikTok Shop鈥檚 disappearance wouldn鈥檛 immediately lead to social buying elsewhere.

In 2025, we expect US social video ad spending, excluding YouTube, to surpass linear TV ad spending for the first time. 蘑菇AV 4 in 10 marketers had also shifted budget out of TV and radio to fund their growing investments in influencer marketing, per September 2024 Linqia data. Predictions. YouTube could revisit 鈥淥riginals.鈥�

We also expect US social video ad spending to surpass linear TV ad spending for the first time next year (both estimates exclude YouTube). Predictions. LinkedIn could push live video. It鈥檚 a more fitting format than short video for some professional content, such as webinars. YouTube Shorts will have its moment.

YouTube Premium will have more than that (48.6 million), but it鈥檚 not clear how many of those subscribers are using the service for audio purposes along with their general YouTube viewing. Subscription fees are rising across the board. Spotify, YouTube Music Premium, and regular YouTube Premium鈥攚hich includes the premium music tier鈥攁ll raised their subscription fees in July 2023.

YouTube is essential for long-form and educational content and important for searchability. YouTube supports free long-form content, which is valuable for audiences deeper in the funnel who seek detailed information, making it a significant and cost-effective platform for B2B decision-makers. AI is increasingly playing a role in video production.

It is one of the most common digital activities in the world, but many of these viewers won鈥檛 yet be watching OTT video via familiar platforms like YouTube or formats like paid sub OTT streaming鈥攁lso known as subscription video-on-demand (SVOD). OTT video entertainment is mainstream and available almost everywhere, but billions of people still haven鈥檛 come onboard.

Boomers don鈥檛 overindex on any platform, but nearly half are on YouTube and Facebook. 蘑菇AV 52.3% of boomers use YouTube, making it the platform with the highest penetration among the generation. YouTube is popular across all generations because it鈥檚 free, easily accessible, and has a great variety of content.

. #4: YouTube. What fueled interest: In February, we reported that YouTube was the top-watched streamer for 12 consecutive months; by midyear, YouTube racked up the best-ever US TV viewership month for a streaming platform. CEO Neal Mohan attributed much of the growth to sports content and CTV viewing.

Why this matters: 鈥淏east Games鈥� was a significant departure for Donaldson, who largely made his fortune on YouTube. The show鈥檚 success could attract other top talent from YouTube and other platforms to Prime Video, and its similarity to Netflix鈥檚 鈥淪quid Game鈥� shows that one streamer鈥檚 success can be duplicated by others.