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But now, as creators on platforms like YouTube compete with streamers like Netflix and Max for consumer attention, marketers believe that the term "influencer" could be limiting. Brands and agencies should shift their thinking to understand the scope of a partner鈥檚 value, said HYDP founder and CEO Thomas Markland. He added that 鈥渢hese individuals are no longer one-dimensional digital transactors.

With platforms like TikTok and YouTube Shorts dominating short-form video, Snap鈥檚 ability to monetize its creator ecosystem effectively will be crucial in retaining both creators and advertisers. Snapchat Stars and Spotlight have potential, but Snap must show that creator-led content can consistently drive revenues.

Mentions across trusted platforms like Reddit, LinkedIn, and YouTube also improve the odds of surfacing in AI-driven search. Winning SEO strategies focus on scalable, high-quality content. The most effective B2B brands create strong content and repurpose it across formats鈥攆rom traditional search to AI experiences.

Disney has a youth problem: YouTube is increasingly the destination for children's content, which doesn't bode well for the House of Mouse.

YouTube featured prominently as the track鈥檚 presenting sponsor, signaling its commitment to creators. The push comes as platforms are vying to lure creators amid TikTok鈥檚 uncertain fate in the US, along with YouTube鈥檚 rising competition from Meta (which had little visible presence at SXSW this year) and newer channels for creators such as Substack, Flip, and LTK.

YouTube is by far the most watched video platform. Its ad-supported content has made it a dominant platform in digital video advertising, accounting for a sizable chunk of Google鈥檚 business in Canada.

A) Disney B) Fox C) YouTube D) Netflix. YouTube grew its share of total TV viewing to an 11.6% share in February, up from 10.8% in January according to the Nielsen Media Distributor Gauge, as reported by Media Post. Disney came in second with 10%, (down from 12% in January) followed by Fox (8.3%), and Netflix (8.2%). March 25, 2025.

Even if it doesn鈥檛 drive sales directly, it represents an opportunity to connect with consumers鈥攅specially younger audiences鈥攚ho are either gamers themselves, or consume gaming content on platforms like YouTube.

Our take: Neptune has a narrow window to capitalize on TikTok鈥檚 regulatory limbo and user uncertainty, but it also needs to make its case to users who are looking at YouTube or Instagram as alternatives. Shifting the social video model from clout to connections and creativity challenges a system built on followers, likes, and influencer dominance.

The CTV ad market is diffuse, with only three media companies capturing more than 10% of the ad market: YouTube, Disney, and Amazon. Part of CTV ad spending鈥檚 growth will come from RMNs, which will capture more than $10 billion in CTV outlays by 2028. Video ad spending continues to grow at a rapid pace.

With Roblox, YouTube, and Discord reaching millions of under-18 users, marketers must refine their strategies to engage young audiences responsibly while adhering to new safety protocols. CMOs who adapt will gain trust, reduce risk, and secure a brand-safety edge.

Instacart launched shoppable ad formats on YouTube and Roku, expanding its off-site advertising offerings. Albertsons Companies鈥� retail media network (RMN) launched 鈥淐ollective TV,鈥� expanding its CTV ad offering, which includes a shoppable ad product for YouTube and other platforms. Combining premium video, RMN data, and frictionless checkout holds substantial potential.

Gen Z in particular ranks messaging (including WhatsApp) as one of the top five channels for urgent brand communication鈥攎ore than social media or web chat. 37% of US adults said they feel most connected to online communities through WhatsApp鈥攐n par with Substack and ahead of YouTube or Facebook. That emotional connection raises the stakes even further.

YouTube is increasingly becoming a TV set, and TV-like, experience. The biggest screen in the household is often used for viewing YouTube content. The TV set accounted for 34% of YouTube viewing last year, versus 29% in 2022, per Office of Communications (Ofcom). And much viewing is akin to traditional TV content鈥攕ome broadcasters themselves are seeing huge growth in their YouTube channels.

Digital pay TV options like YouTube TV, fuboTV, and Hulu + Live TV are still doing well, just not well enough. Digital pay TV households will grow 5.3% in 2025 (reaching 20.3 million), led by a strong 8.7% viewership increase from YouTube TV鈥攚hich is still benefiting from its heavy investment in NFL Sunday Ticket.

Our take: Reels鈥� established user base could help its app avoid Lasso鈥檚 fate, but if the Reels-Instagram divorce doesn鈥檛 work, content creators could lose engagement, stop making Reels, and migrate to YouTube Shorts or TikTok.

It鈥檚 also asking Google to share DFP data with competitors and stop using first-party data from YouTube, Gmail, Search, Chrome, and Android for unfair ad-targeting advantages. Google鈥檚 response: Its vice president of regulatory affairs, Lee-Anne Mulholland, said that the DOJ鈥檚 proposed measures would disrupt the digital ad market.

Persistent privacy problems could accelerate urgency for creators, users, and advertisers to seek alternatives or at least diversify to other platforms, like Instagram or YouTube.

YouTube is the dominant platform where they discover new toys, far outpacing traditional TV and gaming platforms, according to a May 2024 Precise TV and Giraffe Insights survey. It鈥檚 also Gen Alpha鈥檚 top platform by time spent, at 84 minutes daily, per Qustodio, a third-party parental control and monitoring platform offered by Qoria. Shopping independently is not commonplace.

Gemini is deeply integrated into Gmail, Drive, Docs, and even YouTube, giving it a clear path into enterprise adoption. Google Workspace had more than 3 billion users in 2024, per Exploding Topics. Access to Gemini鈥檚 functionality through Google apps addresses the key concern of 62% of US ad professionals citing AI鈥檚 complexity of setup as a leading challenge to adoption, per IAB.

Instacart expands offsite retail media capabilities with YouTube partnership: The retailer鈥檚 first-party data will power shoppable ads for CPG brands