Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

What’s ‘Up Next’ for YouTube

How Brands Can Supercharge Their Strategies with Creators, Commerce, and Shorts

About This Report
Amid TikTok’s meteoric rise, many marketers may be wondering whether YouTube is still relevant. The short answer is yes. But YouTube will need to carve its own niche in creators, commerce, and short video to stay relevant in 2022 and beyond.
Table of Contents

Executive Summary

YouTube is still the king of digital video, but it’s facing a big challenge from TikTok. As YouTube shifts its focus to creators, commerce, and Shorts, the opportunities for marketers are growing. But YouTube’s continued relevance isn’t guaranteed, and marketers shouldn’t throw out their YouTube rulebook.

Key Question: How can marketers use short video, new shopping integrations, and creator partnerships on YouTube to drive their businesses forward?

KEY STAT: YouTube and TikTok are neck-and-neck when it comes to time spent among US users, and both are well ahead of the other major social platforms.

Here’s what’s in the full report


Exportable files for easy reading, analysis and sharing.


Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. YouTube Continues to Thrive Despite TikTok’s Advances
  1. Creators, Commerce, and Shorts Are the Path Forward
  2. Five Best Practices for YouTube Marketers in 2022
  1. Sources
  2. Media Gallery


Jasmine Enberg


Natalie McGranahan
Senior Researcher and Taxonomy Manager
Yaffa Wagschal
Forecasting Analyst
Debra Aho Williamson
Principal Analyst
Already have a subscription?Sign In

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

Become a Client