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YouTube will net 11.9% of CTV ad revenues in 2026, although its gross sales will be more impressive at $9.21 billion and 24.4% of the total. But even YouTube鈥檚 $10.28 billion in gross video ad sales across all devices in 2026 will be less than a quarter (21.1%) of the size of Meta鈥檚 video ad business that year.

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.

Instagram and YouTube are poised to benefit most from a TikTok decline, leaving X with limited opportunities to take advantage. To help you start 2025 off on the right foot, articles like this one鈥攄elivering the latest news and insights鈥攁re completely free through January 31, 2025.

Vevo is a particularly popular YouTube network for Black viewers. Black consumers in the US have only a slightly higher rate of YouTube adoption compared with the general population. But Vevo, the music video network, reaches 54% of Black 18- to 34-year-olds, per Nielsen. Black YouTube watchers spend 27% more time on Vevo than the general YouTube-watching population.

A handful of services mentioned in the poll were only available in the US, including Max, NFL+, Showtime, Sling TV, Vudu, WWE Network, and YouTube TV. The use of video services did not vary widely among demographic groups, a sign of pervasive adoption.

Hulu, YouTube, and Amazon lead the CTV ad market, with each company expected to earn more than $3 billion in US ad revenues this year. Over the next four years, social network ad spending will grow at a pace comparable to search. TikTok ad revenues will see explosive growth.

Temu鈥檚 average daily ad spending across major social platforms (Facebook, Instagram, TikTok, Snapchat, X, and YouTube) fell by 31% from March 31 to April 13, 2025, versus the previous 30-day period, according to data from market intelligence firm Sensor Tower. Meanwhile, Shein鈥檚 spending on Facebook, Instagram, TikTok, YouTube, and Pinterest dropped by 19%.

Why this matters: TikTok鈥檚 brief outage over the weekend did not create the void that competitors like Meta and YouTube may have hoped for, but it is still unavailable on US app stores, leading to uncertainty around its reliability for both creators and advertisers. Offering new features for creators allows Instagram to capitalize on TikTok鈥檚 troubles and fleshes out its service.

Meanwhile, digital pay TV services like YouTube TV and Hulu + Live TV will reach 14.1% of the population this year, but see only 5.5% growth, per our October 2024 forecast. "The digital pay TV phenomenon that was explosively successful for a few years there is starting to peter out. It's really expensive," said Cramer-Flood.

That could allow YouTube and Instagram to drive their parent companies鈥� bottom lines to a big year, despite macroeconomic instability. The Trump administration鈥檚 increasingly hostile relationship with TikTok鈥檚 final arbiters in Beijing does not bode well for TikTok鈥檚 future in the US. Behind the Numbers.

It was supported by tech giants such as Google, Facebook, Netflix, and YouTube. Telecommunication providers and ISPs like Comcast, Verizon, and AT&T were prominent critics of the rules. And industry group America鈥檚 Communications Association (ACA) called net neutrality an 鈥渦nwarranted internet takeover鈥� and deemed the ruling a major victory.

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.

For example, Capital One has received over 8,000 mentions from 216 YouTube influencers since 2017, per The Financial Brand. Although some of those are likely organic, the bank has officially partnered with influencers in the past鈥攖o promote its cafe, for example鈥攑er agency Influencer Matchmaker.