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Digital video ad spend will increase 14% in 2025: The IAB findings highlight advertisers鈥� confidence in digital video as a valuable opportunity to meet goals.

For comparison, US digital video ad spending increased 1,776% in the past 10 years. YouTube鈥檚 jack-of-all-trades identity could also be a limiting factor in its ad take.It has more overall users than Facebook, Netflix, or Spotify and a greater amount of total raw engagement (in terms of time spent).

For comparison, US digital video ad spending increased 1,776% in the past 10 years. We have included YouTube鈥檚 gross ad revenues in this chart to better demonstrate the advertiser opportunity鈥攖his is what they鈥檙e spending on the platform. Elsewhere in this report, where relevant, we revert to net ad revenues to provide comparisons with other platforms, as a measure of YouTube鈥檚 advertising success.

Meta is way ahead of competitors in US video ad spend, with 30.1% share this year compared with YouTube鈥檚 8.3% and TikTok鈥檚 6.5%, according to our forecast. TikTok is on YouTube鈥檚 tail as it gains share, but the short video newcomer won鈥檛 surpass YouTube before the end of our forecast period in 2025.

Tariffs drive ad pullbacks: Temu and Shein reduce US ad spending ahead of policy shift, signaling fallout across ecommerce and social platforms.

41% of US advertisers expecting budget cuts due to tariffs plan to cut from social media, while 24% plan cuts to linear TV and gaming, per February 2025 from the Interactive Advertising Bureau (IAB).

US TV and Connected TV Ad Spending Forecasts H2 2024 (蘑菇AV subscription required). The CTV Opportunity (蘑菇AV subscription required). Methodology: Data is from the January 2025 Pixability "US YouTube & Connected TV Media Agency Survey 2025." 124 media agency professionals in the US were surveyed during November 2024.

We forecast the number of US crypto payment users to jump 82.1% between 2024 and 2026鈥攖hough they will still account for only 2.6% of the US population in 2026. Click here to view our full forecast for US cryptocurrency payment users. Sources. Autoweek. CBS News. CNET. IAB. KFF. Nielsen. PwC. The Budget Lab at Yale. University of Michigan.