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TV ad measurement hits growing pains: WBD partner picks, YouTube spat signal future of measurement will look fractured for some time.

Gen Alpha is not a younger Gen Z, and brand messaging targeting the generation should be unique to what matters to them. As the most digitally native generation yet, they expect out-of-the-box digital experiences and forward-thinking tech capabilities. And YouTube is playing an outsized role in brand awareness and discovery.

On today's episode, we discuss whether the most watched program in the US (the NFL) has a looming viewership problem, Disney+ and Hulu joining forces, whether the free returns party is over, ride-hailing apps giving mixed messages, YouTube viewership on TV screens, the best-selling video games in history, and more. Tune in to the discussion with our forecasting writer Ethan Cramer-Flood and analysts Ross Benes and Paul Verna.

On today's podcast episode, we discuss whether Google's recent performance was actually good (or not), how YouTube turned things around, and what could trip up the digital giant in 2024. Tune in to the discussion with our analyst Evelyn Mitchell-Wolf.

41.2% of virtual multichannel video programming distributor (vMVPD) viewers watch on YouTube TV, making it the most popular service of its kind.

Just over 80% of US Gen Zers ages 15 to 26 use YouTube monthly, and almost the same percentage use Instagram or TikTok, per our July 2023 survey. More than half still visit Facebook. And though BeReal was the trendy app last year, only 15.1% of Gen Z respondents use it.

Hulu was the star of upfront streaming spend in iSpot.tv鈥檚 March survey, with 74% of brands and advertisers saying they were allocating spend to the platform. YouTube TV also had a huge showing, with almost half (48%) of respondents saying they were assigning spend to it. Peacock, Roku, and Paramount+ rounded out the top five.

In the US, TikTok will capture the attention of its adult users for an average of 55.8 minutes a day, with YouTube close behind at 47.5 minutes, according to our forecast. At the other end of the spectrum, Facebook鈥檚 adult users will spend just over a half an hour per day on the platform, while those of Reddit will spend only 23.6 minutes with it.

Netflix鈥檚 time spent exceeds its ad revenues the most. YouTube leads in time spent and ad revenues. Amazon will make a big splash in streaming advertising.

US Influencer marketing spending will pass $2 billion on Instagram in 2024, while spending on TikTok, YouTube, and Facebook will each pass $1 billion, per our forecast.

Spending on sponsored content will rise 3.5 times faster than social ad spending will this year. Social ad spending, including YouTube, still dwarfs influencer marketing spending, at $83.72 billion versus $5.14 billion in 2023, per our forecasts. But the different spending patterns are a clear indication that creators aren鈥檛 tied to social media. The trend holds true on every platform, as marketers continue to shift more budget into influencer marketing, particularly video.

On today's podcast episode, we discuss whether YouTube Shorts are cannibalizing long-form content, Instagram and Facebook users potentially being able to pay to avoid ads in Europe, how Netflix's password crackdown is getting on, whether serving multiple ads at once is a good idea, the impact of the Digital Services Act's arrival, how long it would take you to drive around every road in the US, and more. Tune in to the discussion with our forecasting writer Ethan Cramer-Flood, analyst Bill Fisher, and forecasting analyst Zach Goldner.

On today's episode, we discuss how sports betting in the US became an overnight market and how many folks will own cryptocurrency going forward. "In Other News," we talk about Substack's new tweet-like feature "Notes" and how YouTube is pricing NFL Sunday Ticket. Tune in to the discussion with our director of forecasting Peter Newman and analyst Andrew Spink.

On today's episode, we discuss how recent YouTube TV price hikes will affect subscriptions, whether streaming TV actually costs less than cable, and if a sports streaming hub is a viable product. "In Other News," we talk about what Roblox's new ad rules will do to the metaverse and why Walmart+, Walmart's membership program, is resonating with high-income shoppers. Tune in to the discussion with our analyst Daniel Konstantinovic.

Meta is one of the two most successful ad publishers in history (along with its duopoly rival, Google), but its ad dominance does not come in tandem with an equally dominant hold over consumers鈥� time. In fact, Meta鈥檚 share of ad revenues is surprisingly out of step with how much time people actually spend on its platforms, particularly when compared with competitors like YouTube and TikTok

On today's episode, we discuss which attention metrics are real, which are still in development, and where identity and addressability will be by the end of the year. "In Other News," we talk about how much Microsoft and Apple can encroach on Google's search turf and YouTube debuting unskippable 30-second ads. Tune in to the discussion with our analyst Evelyn Mitchell and Kunal Nagpal, chief business officer of InMobi.

On today's podcast episode, we discuss how creators are evolving; why YouTube is white space for many marketers; and how marketers, social platforms, and media companies should shift their strategies. "In Other News," we talk about what freedom of speech actually means on social media and why TikTok and Pinterest are taking different approaches to social commerce. Tune in to the discussion with our analyst Jasmine Enberg.

Even as we approach a potential ad spend winter, connected TV (CTV) advertising is in decent shape. Netflix and Disney+ just joined the ad-supported streaming game. Cord-cutters are outpacing pay TV viewers. And YouTube is increasingly watched on CTVs. These five charts offer a closer look at CTV鈥檚 past, present, and future.

On today's episode, we discuss innovations in connected TV (CTV) and the outlook for next year. "In Other News," we talk about what to make of recent price hikes for streaming platforms and YouTube launching Primetime Channels. Tune in to the discussion with our analyst Paul Verna and Michael Hopkins, vice president of go to market at MNTN.

Before the pandemic, Roku, Hulu, and YouTube made up about half (45.9%) of the US connected TV (CTV) ad market. That market has expanded significantly. Despite solid US CTV ad revenue growth across all three companies, their combined share will account for around one-third of the $26.92 billion that will go to CTV in 2023.

On today's episode, we discuss how concerning Google's drop in search ad revenues is, the likelihood of Google getting broken up by the US Department of Justice, and the main reason YouTube is struggling. "In Other News," we talk about which cookie alternatives are emerging as favorites and the significance of Microsoft adding ChatGPT's AI technology to its search engine, Bing. Tune in to the discussion with our analyst Evelyn Mitchell.

On today's episode, we discuss the significance of Facebook's 2 billion daily active user milestone, what's contributing to continued negative growth, and what to expect from the metaverse this year. "In Other News," we talk about how much Reels and YouTube Shorts are creeping up on TikTok's short video lead and how Americans feel about where social media is headed. Tune in to the discussion with our analyst Debra Aho Williamson.

In 2024, in-app video ads will capture over 30% of total US mobile advertising spend for the first time. Driven by placements in social media, YouTube, and OTT apps, in-app video ad spending will increase 20.4% YoY in 2024 to reach $61.11 billion. It will account for over half (58%) of the $105.93 billion in US video ad revenues and nearly 90% of mobile video ad revenues.

Last week, YouTube announced excluded themes at Brand Safety Summit, providing a way for advertisers to keep their ads from showing up next to news, gaming, health, or political content by checking a box. The updates should help brands looking to avoid unsavory contexts when serving ads, though this relies on YouTube鈥檚 ability to classify these categories correctly.

YouTube was the top streaming platform on US TV screens for the last 17 months, per Nielsen data cited by Pichai. Google subscriptions, platforms, and devices revenues (which includes paid YouTube subscriptions): $9.3 billion (14.3% YoY increase).