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Use YouTube, TikTok, and Instagram as the primary channels to market to Gen Z and make connections. Explain financial products and services on YouTube, invest in influencer marketing through TikTok, and offer pithy advice via Instagram. Invest first in the mobile experience. Iterate on an app at the pace Gen Zers expect.

TikTok went from ninth place in terms of where people regularly get their news, tied with WhatsApp for ninth, to fourth place in the last couple of years behind only Facebook, YouTube, and Instagram. That's when you look at the US population as your base. When you look at users of each platform, TikTok is second only to X, or Twitter.

Some apps, like YouTube, chose to stop using certain consumer data in order to comply with ATT without having to show a prompt, an approach it recently gave up on. Based on Google鈥檚 statement, Chrome users will make a single election that will apply to all their browsing activity.

YouTube: On a gross basis, YouTube is the largest recipient of CTV ad dollars, set to take in nearly $6 billion in US CTV ad spending in 2023. The net amount, which factors in the revenues YouTube will share with creators and publisher partners, is about half that amount. YouTube is one of the most popular streaming services on the planet.

The sweet spot for YouTube videos lies between 6 and 8 minutes, according to Brafton; Piktochart puts the ideal length at 5 to 15 minutes. It鈥檚 clear Instagram is going after YouTube, gunning to cut into its long-form market share. Verified YouTube accounts can upload videos up to 12 hours or 128 GB (unverified ones are capped at 15 minutes).

If there is a ban, TikTok time will primarily be absorbed by YouTube Shorts and Instagram Reels. Instagram Reels is a natural fit for TikTok users. Nearly three-quarters of US TikTok users also use Instagram, per our forecast. And Instagram users are already used to consuming reposted TikTok content on Reels.

YouTube speaks Aloud: YouTube product management exec Amjad Hanif announced during the company鈥檚 keynote session that Aloud, an AI-driven dubbing platform from Google鈥檚 Area 120 incubator, is coming to YouTube. Aloud can transcribe an English-language video and then translate and dub it into Spanish or Portuguese, with more languages coming soon.

On YouTube, Shorts campaigns cost less than long-form video, but it鈥檚 likely that Shorts prices will rise as more activity shifts there. YouTube is working to attract creators to Shorts through its ad revenue-sharing program, for example. Short video鈥檚 effectiveness over other content formats is unclear.

Google dominates multiple markets: Google鈥檚 assets include YouTube, Android, Nest, Fitbit, Waze, and Waymo. And that list doesn鈥檛 even extend to Google-branded products like Gmail, Chrome, Search, Ads, Google Play, and Maps. Google Search and Ad products are so intertwined that it would be next to impossible to separate the two.

The virtual multichannel video programming distributors (vMVPDs) are small, but YouTube TV is set for major growth thanks to the NFL. YouTube TV will lead the entire OTT category in viewership growth in 2023, thanks almost entirely to its acquisition of the NFL Sunday Ticket.

YouTube is a big player, too. YouTube influences and informs B2B decision-makers. Its B2B ad revenue annual growth rate will hit 10.4% in 2023 before climbing to 16.8% in 2025. YouTube will account for 15.0% of all B2B video ad spending in 2023. B2B video advertising鈥檚 growth will accelerate this year.

The ad spending winter of 2022 and early 2023 was mild and short-lived, as we predicted. And after a solid H2 2023, things are looking up across the board for 2024.

The Walt Disney Co., Netflix, and YouTube all posted weak results for their digital video businesses at some point in 2022, and all have recently changed CEOs, in some cases in response to their underperformance. YouTube has become a drag on Google earnings. In Q3 and Q4 2022, the video giant posted YoY losses of 1.9% and 7.8%, respectively, in its global ad revenues.

Our primary research on US online beauty buyers shares insights into how consumers discover and purchase new beauty brands and products across channels.

During a staff Q&A in November, he floated the idea of encouraging YouTube creators to post videos to Twitter by offering 10% more than what YouTube pays. Around the same time, he posted a series of tweets suggesting that video could pave the way for creator monetization on 鈥渁ll forms of content.鈥�.

Hulu, YouTube, and Roku will lose market share. In 2023, net YouTube, Roku, and Hulu will account for about one-third of CTV ad revenues. That鈥檚 a decline of 11 percentage points from 2019. These companies鈥� ad revenues will still grow, but the broader market will expand at a greater rate, reducing their share. The Line Dividing Free and Paid Viewing Blurs.

YouTube and Instagram are best poised to fill a potential TikTok void. If TikTok is banned, YouTube and Instagram are the two platforms users between ages 13 and 39 would turn to as an alternative, according to a February 2024 survey from YPulse. YouTube may be better suited to capitalize, thanks to its sheer volume and variety of content, said Mitchell-Wolf.