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YouTube, which accounts for about a quarter of programmatic CTV ad spending, is being scrutinized in light of allegations from independent analytics firm Adalytics that it misrepresented some of its video ad inventory and collected children鈥檚 data without parental consent. If advertisers pull back on YouTube advertising, programmatic CTV鈥攁nd programmatic video as a whole鈥攃ould suffer.

Where and how Gen Alpha consumes content: From YouTube to Netflix to Roblox. Gen Zers are the most adventurous and active digital participants. US In-Game Ad Revenues Forecast 2024 (蘑菇AV subscription required). Note: All numbers are 蘑菇AV estimates.

The tilt towards digital is also reflected in the planned allocation of resources toward emerging platforms like TikTok and YouTube, contrasting with fading investment in print and television, in line with consumer preferences.

鈥淲e鈥檙e seeing that the same kind of short-form video that鈥檚 performing on TikTok typically resonates well on Facebook Reels and even YouTube Shorts. The formula is the same for all channels,鈥� said Lin. While cross-posting simplifies content creation and often pays off, do keep in mind that TikTok, Facebook, Instagram, and YouTube all have different audiences and algorithms.

Google will lead the pack with $71.50 billion ($78.86 billion when combined with YouTube). Ecommerce: Amazon is the clear winner, accounting for 37.6% of total US retail ecommerce sales this year, according to our forecast. Its biggest competitor, Walmart, makes up just 6.4% of US ecommerce sales. Amazon鈥檚 play: Amazon isn鈥檛 satisfied with owning only ecommerce.

YouTube will get squeezed from both sides. It leads in viewers but will face increased competition for ad dollars in 2023 from both streaming platforms and TikTok. A major agency will attempt to bring all forms of video buying鈥攊ncluding social video鈥攊nto one group.

A guide to vertical video ads on TikTok, Instagram Reels, YouTube Shorts, and Snap Spotlight. YouTube CTV spending jumped 31% last quarter, outpacing streamers. Gen Zers are in charge on social media. More Chart of the Day:. 8/3 - SVOD success. 8/2 - Meta over YouTube? 8/1 - Keeping it dynamic. 7/31 - Streaming showdown. 7/28 - Price is key for D2C.

TikTok passed YouTube and is climbing toward Netflix. A lot of those mobile impressions are happening on TikTok, which surpassed YouTube in 2021 for time spent on the platform per day among US adult users, according to our forecast.

It鈥檚 a defensive move against people searching directly on TikTok, and it could push more users to YouTube Shorts. 鈥淚鈥檓 sure it鈥檒l keep a lot more people in the Google ecosystem by having video,鈥� said Ray. 鈥淚 imagine that YouTube will work great for them to keep people in the search results if that鈥檚 their goal.鈥�.

YouTube is testing restricting ad blockers to three video views, at which point users would have to disable the blockers, resulting in more eyes on YouTube ads. Player: Meta. Meta introduced Threads, its Twitter copycat, which doesn鈥檛 have ads yet but did just get branded content tools for creators. That means Threads could become a hub for influencers.

US Gen Zers are most likely to be on YouTube, where 89.3% of the cohort spends time. That鈥檚 followed by Instagram (72.5%), TikTok (71.2%), and Snapchat (70.3%), per our forecast. But advertisers shouldn鈥檛 discount smaller platforms like Reddit, where Gen Z use is accelerating, or Pinterest, where the number of US Gen Z users will rival that of millennials by 2028, per our forecast.

Gen Xers spend their time on YouTube and Facebook, taking a utilitarian approach to digital channels by adopting digital platforms that make a task faster and easier. They use YouTube for education and entertainment and Facebook for communication with family.

YouTube is TikTok鈥檚 closest competitor, trailing by more than 6 hours. However, YouTube comfortably surpasses TikTok in terms of user penetration of that age group (93% versus 78%, respectively).

How agencies might respond: This news raises new security concerns and has broader implications for TikTok's market position, potentially providing an opening for competitors like YouTube Shorts and Instagram Reels. Although a TikTok ban (or exodus caused by security concerns) would benefit Meta and YouTube, it would pose challenges for agencies primarily using TikTok.

Twitter said it has 101 million active users in Europe; TikTok reported 125 million; YouTube reported 401 million; and Meta reported 255 million and 250 million users for Facebook and Instagram, respectively.

YouTube Is the Best Way to Reach Gen Z, but Don鈥檛 Discount Emerging Players. YouTube is used by more Gen Zers than any other social media platform, per a November 2022 Morning Consult survey. And TikTok remains hot: Gen Z accounts for nearly half of the platform鈥檚 users this year, per our forecast.

TikTok ties Netflix and beats YouTube in engagement. TikTok users spend nearly an hour a day on the app, 16 minutes ahead of the next-closest social platform, Facebook. Even YouTube users are less engaged. Second-screening plays a role in TikTok鈥檚 high engagement. Netflix estimates that 70% of viewing time for its content happens on TVs, per Finances Online.

TikTok and YouTube lead in generating IAP dollars鈥攚ith very different strategies. TikTok led all apps in consumer spending via app stores in 2022 with $780 million, $10 million ahead of second-ranked YouTube, according to a May 2023 report from data.ai鈥攁lthough YouTube earned many more premium subscription revenues overall due to its presence in CTV and desktops.

Ad-free YouTube Premium is available in Canada, but it鈥檚 unclear how many subscribers there are in the country. In the US, there will be 35.7 million YouTube Premium subscribers this year, equal to 15.4% of YouTube viewers. The Streaming Wars Are Heating Up in Canada. Five years ago, Netflix was the dominant OTT player on the Canadian scene.

By contrast, YouTube Premium (which includes YouTube Music Premium) will have 40.5 million, Apple Music will have 39.9 million, and Pandora will have 6.3 million. We do not yet have projections for how many people pay for Amazon Music Unlimited (although we do have listener figures for Amazon Music overall). Holding steady on share.

Take the NFL, for example, whose games are now split across cable, its own NFL+ streaming service, Thursday Night Football (TNF) on Amazon Prime Video, and Sunday Ticket on YouTube. It鈥檚 a similar case for Major League Baseball, whose games are split across cable, YouTube, Apple TV+, TBS, and more.

YouTube on television and only by a point or two.

For both, YouTube is the first stop in social product search. Walmart is the most frequented brick-and-mortar store for both renters (52%) and homeowners (54%), while Amazon.com was the most popular online shopping destination, cited by 59% of homeowners and 46% of renters. Half of renters say their household income is currently unstable, versus only 30% of homeowners. 5.

Marketers should focus on video content that can reach audiences across Instagram, TikTok, and YouTube, rather than a platform-first approach that focuses on a specific channel. 5. Creators function as standalone media channels.