YouTube is an advertising powerhouse. It’s one of the original digital video players, courting advertisers at a time when connected TV (CTV) advertising is climbing. The platform’s Google ties offer it a more trustworthy reputation in the US than TikTok. And use is already extremely high. But YouTube’s high standing also makes growth difficult. Here are five charts summarizing YouTube’s position and potential.
Meta will account for 30.1% of US video ad spend this year, or $25.34 billion, according to our forecast. That puts Meta ahead of the competition by a lot. YouTube’s 8.3% share of US video ad spend ($6.99 billion) is still in front of TikTok’s 6.5% ($5.48 billion), but TikTok is gaining share.
Streaming will account for more time spent with TV than any other platform in the US, according to Nielsen. Within streaming, viewers spend 7.8% of their time on YouTube.
YouTube viewers will spend an average of 48 minutes per day on the platform this year. In contrast, TikTok viewers will spend 56 minutes per day on the vertical video app, but there are still more YouTube viewers (236.1 million) than TikTok users (102.3 million).
YouTube was the ninth-most downloaded mobile app in the US during Q1 of this year, according to data.ai. Temu, CapCut, TikTok, and Shein, as well as Meta-owned Instagram, WhatsApp, and Facebook, were all ahead of YouTube. YouTube has been around a lot longer in the US than the first four Chinese-linked newcomers, meaning most smartphone users probably already have the app downloaded.
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First Published on May 30, 2023
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