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The company recently inked partnerships with YouTube and The New York Times, which aim to help Instacart鈥檚 brand partners better target high-intent customers and measure campaigns more effectively. It rolled out its AI-powered smart Caper Carts at several retailers including Davis Food & Drug in Utah, select ShopRite stores in the Philadelphia area, and McKeever's and Price Chopper stores in Missouri.

US adults average 35 minutes per day on Netflix, putting it behind only YouTube at 36 minutes, per our forecast. Netflix and YouTube are competing for the same digital video ad dollars. YouTube will see nearly 10 times Netflix鈥檚 US ad revenues this year, per our forecast. This was originally featured in the 蘑菇AV Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.

Our take: Major challenges still stand before the JIC鈥檚 effort to transition to non-Nielsen currencies, like the fact that YouTube still is not a member. But iSpot鈥檚 hitch-less certification could accelerate adoption of alternatives, making 2025 Upfronts one to watch closely.

Citi estimates that around half of creator economy revenues come from ad-based video platforms like YouTube. In 2021, YouTube announced it paid out more than $30 billion to creators, artists, and media companies via ad revenue sharing over the past three years. In 2022, Twitch said creators earned over $1 billion on the platform in 2021.

The company recently made a major push to grow its off-site retail media capabilities by inking partnerships with YouTube and The New York Times鈥攎oves Instacart says will help its brand partners better target high-intent customers and measure campaigns more effectively.

YouTube dominates US TV viewership, beating out Netflix, according to latest Nielsen data. US adults are spending more time with digital video and less time with traditional TV. TikTok leads time spent on social for most US adults.

In July, Madison and Wall estimated that ad-supported streaming鈥檚 share of total time spent with TV and CTV鈥攅xcluding YouTube鈥攏early doubled between June 2022 (5.2%) and June 2023 (9.5%). To learn more about streaming service CPMs, look out for our upcoming report, 鈥淪treaming Service CPMs 2023: Normalization Is the New Normal.鈥�.

But if a wider ban is enacted, brands should anticipate those millions of TikTok users migrating to platforms like Instagram and YouTube, both of which offer mature ad products for marketers. Those who heavily advertise on TikTok should get acquainted with Shorts and Reels. Audiences for YouTube and Instagram are massive in Canada (26.8 million and 16.3 million, respectively).

YouTube is taking on social networks and streaming platforms in time spent鈥攁nd ad revenues. YouTube isn鈥檛 included in our social network video ad spending forecast. Like the majority of US advertisers鈥�74%, according to a recent survey by Pixability鈥攚e classify YouTube as a digital video platform.

YouTube TV subscribers jumped nearly 50% in a year thanks to Sunday Ticket. YouTube users cry foul after ad blockers ban and Premium price hike. Lessons from YouTube in how generative AI is changing the creator economy.

Our primary research on US online beauty buyers shares insights into the evolution of consumer habits and preferences in one of retail鈥檚 most resilient categories.

Pichai also boasted strong YouTube subscription, Google Cloud, and Pixel growth. Alphabet chief business officer Philipp Schindler also announced that Google will debut new connected TV (CTV) advertising tools to go along with its recent multiyear deal to distribute NFL Sunday Ticket.

So globally, YouTube had over 2.49 billion monthly active users as of March 2024, that's up from 25 million in 2006. Users uploaded over 500 hours of video content every minute. India has the highest number of YouTube users. Marcus Johnson:. Mm. Carina Perkins:. Globally, males make up 54.4% and females 45.6% of YouTube's user base.

Young people don鈥檛 consider watching YouTube (and YouTube鈥檚 ads) fundamentally different from watching traditional TV, said Benes. Nearly half of YouTube viewing now occurs on TVs, according to internal figures. How can YouTube keep growing ad revenues? The company needs to convince advertisers that it really is TV and its ad rates are worth spending, Benes said. 3.

Against that backdrop, it鈥檚 easy to see why YouTube launched Shorts in late 2020 to combat TikTok鈥檚 strength in creator-driven short clips for smartphone viewing. While social video competition will continue to be intense, we can expect YouTube to hold its own against the likes of TikTok, Instagram, and Snapchat.

The song competition is finding huge success on YouTube and TikTok. Although Eurovision remains a TV-first event, the contest has grown in popularity on digital platforms like YouTube and TikTok. Consumers turn to YouTube for their Eurovision fix.

Instacart partners with YouTube on shoppable ads. Instacart, which is the fourth largest retail media network in the US by ad spend, teamed up with YouTube in June. YouTube鈥檚 ad revenues will total $8.29 billion this year, per our March 2024 forecast. That makes the move a potentially lucrative one for both Instacart and YouTube鈥攁nd an attractive one for advertisers.

YouTube, YouTube, and more YouTube: That鈥檚 where kids are spending their smartphone time. More kids watch YouTube than TikTok, Disney+, and even Netflix. Neary 57% of US kids under 12 use YouTube, meaning YouTube has a higher penetration among the youngest users than among those ages 65 and older, according to our data.

Gen Alpha Devours YouTube, Given Its Easy Access. Children overindex in watching YouTube, whereas teens lead the way in TikTok consumption. Over half (56.9%) of children watch YouTube at least once a month, per our forecast, exceeding any other social and video platform we track.

The opportunity: The rise of TikTok Shop and new native features on YouTube are fueling the growth of affiliate marketing, which will be more than a $1 billion market for creators in the US this year, per our March 2024 forecast.

YouTube (8.8%) just barely edges out Netflix (8.2%) when it comes to share, but not in terms of daily time spent on the platform. In fact, Netflix viewers will spend 11 more minutes a day on Netflix than YouTube viewers will spend on YouTube this year, according to our forecast. Use this chart:. Understand where consumers are spending their time watching TV. Allocate TV ad spend.