Last week, YouTube reported that ad revenues were up 13% YoY to $8.7 billion and connected TV (CTV) views grew 130%, demonstrating the platform’s massive potential for advertisers. Between Shorts, YouTube’s flagship short videos that competes with TikTok and Instagram Reels, and its foray into CTV, YouTube is central to digital advertising. eMarketer has five charts demonstrating just how big YouTube’s reach is.
1. Without Google, YouTube would be the sixth biggest digital ad platform in the US
2. YouTube is a top player in digital video
YouTube was the second largest TV distributor by watch time in June 2024, behind only The Walt Disney Company, according to Nielsen.
3. YouTube is the biggest smartphone app by users
Out of all time spent with YouTube in the US, 41.2% is spent on mobile, per our June 2024 forecast. That figure is declining as time spent watching YouTube on CTV rises. Total time spent with YouTube is increasing, but people are adopting it faster as a TV platform than as a mobile one. When creating ad campaigns, advertisers should understand that many YouTube viewers are watching the platform the way they watch TVs, and they should borrow strategies from CTV.
4. Gen Z is on YouTube more than any other platform
Brands marketing to Gen Zers need to be on YouTube, and they need to understand what kind of content their Gen Z audience is consuming there. Those interests will help brands understand what kind of content to invest in, whether it’s tutorials, get-ready-with-me videos, or something else. It will also demonstrate which creators brands should partner with.
5. Marketers say YouTube has the best audience targeting of top social media platforms
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