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Marketers need a vertical video ad strategy for YouTube Shorts to reach the 164.5 million US viewers that will use the platform this year, per our forecast. Much of what works on TikTok will work on Shorts because the platforms are so similar. But because a lot of YouTube creators are used to longform, they may need some guidance. Here are some of YouTube鈥檚 own best practices for Shorts ads from its ABCDs of effective video ads guide.

254.2 million people in the US will watch OTT video this year, per our February 2024 forecast. YouTube is close behind, with 241.8 million people watching on the platform.

YouTube Premium hits a subscription landmark: The service now enjoys 100 million subscribers after YouTube spent much of 2023 cracking down on ad blockers.

In subscription revenues and viewers, YouTube TV has distanced itself from the digital pay TV pack. Digital pay TV is synonymous with a virtual multichannel video programming distributor (vMVPD). It refers to digitally delivered live TV services like YouTube TV and Sling TV.

Creator platforms like YouTube have started folding generative AI tools into their products. That means creators and marketers could be using generative AI tools without even realizing it. Advertisers on YouTube have already been taking advantage of AI through recommendations, optimization tools, and other ad solutions, said Tara Walpert Levy, vice president of Americas at YouTube, speaking at Advertising Week New York 2023.

YouTube has a head start in CTV ad spending: Viewers and media companies are pivoting to digital, but spending shows YouTube is well in the lead.

YouTube is no longer separate from the streaming wars: Almost half of its viewership is on TVs, and advertisers are spending heavily on the platform.

Sunday Ticket propels YouTube TV to 48% growth: The pay TV service has seen subscriptions jump significantly since it acquired the costly streaming rights.

Over half (51%) of US children recall seeing commercials on YouTube recently, the top platform for recognition across multiple digital channels, according to an October 2023 survey from Precise TV.

YouTube is the best platform for ad engagement, but others are rising: Our Industry KPI data found that YouTube, X, and podcasts delivered the strongest attention metrics.

On today's episode, we discuss why CEO Susan Wojcicki is leaving YouTube, the company's top concerns at the moment, and what the future holds. "In Other News," we talk about ads for Apple TV+ and a startup that is attempting to improve ad measurement. Tune in to the discussion with our analyst Evelyn Mitchell.

Even the oldest members of Gen Alpha (born between the early 2010s and 2024) are younger than the iPad. For this digitally native generation, YouTube is the place to be, but other media channels like streaming platforms and even podcasts are popular. With the future of Gen Alpha鈥檚 social media use uncertain as states like Florida bar children under 14, marketers should know where the demographic is consuming content.

71% of teen YouTube users use the platform at least once per day, while 58% of teen TikTok users do the same on TikTok, according to October 2023 data from Pew Research Center.

YouTube moves away from third-party measurement for co-viewing: The platform鈥檚 decision to use its own data for trading purposes has advertisers worried.

YouTube keeps rolling out shopping tools: The latest update enables creators to make the shopping button appear at relevant points in their videos.

YouTube is the most widely used free video service among US internet users of all generations, according to Kagan. Its highest saturation is among Gen Zers (82%) and millennials (78%).

TikTok is going all-in on in-app purchases; Meta is focused on shoppable ads; and YouTube hopes to gain a competitive advantage through its strong creator relationships. All of this is happening as we forecast US retail social commerce sales will grow nearly 30% this year to hit $68.92 billion

In 2022, both YouTube and TikTok captured 46 minutes of their adult US users鈥� attention each day, per our estimates. Netflix reigned supreme at 60 minutes daily. Time spent with TikTok will tick up every year through 2024, when it will reach 48 minutes per day, but it won鈥檛 pass Netflix anytime soon.

This exclusive data provided to Insider Intelligence by market intelligence firm Sensor Tower looks at Facebook and Twitter ad spending across industries in 2022 and 2023, and how those platforms compare against YouTube in the first half of this year.

Short-form video is the hot topic of 2023 Newfronts: TikTok, Meta, and YouTube are all presenting as the dominant short-form app faces existential threats.

Apple鈥檚 sports ambitions take a hit: YouTube TV has won NFL Sunday Ticket rights over the consumer tech giant.

Meta is way ahead of competitors in US video ad spend, with 30.1% share this year compared with YouTube鈥檚 8.3% and TikTok鈥檚 6.5%, according to our forecast. TikTok is on YouTube鈥檚 tail as it gains share, but the short video newcomer won鈥檛 surpass YouTube before the end of our forecast period in 2025.

The battle against TikTok took center stage at this week鈥檚 NewFronts, as Meta, Snapchat, and YouTube unveiled new ad products tied to short-form video. While none of them can compete with TikTok鈥檚 lock on the youth market or the enormous amount of time its users spend on the app, these new ad products are an attempt to bring Reels, Spotlight, and Shorts into greater parity with TikTok鈥檚 ad formats.