Products

EMARKETER 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.
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
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
Briefings
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 EMARKETER

Our goal at EMARKETER 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 EMARKETER came to be.
Learn More
Methodology
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 EMARKETER.
Contact Us
Newsroom
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
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Podcasts
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

US YouTube Advertising 2020

How YouTube Viewing Is Shifting to CTV—and What It Means for TV Advertisers

Download
Share
About This Report
YouTube viewing is shifting to connected TV (CTV) screens, a behavioral change that could help make YouTube a powerful alternative for TV advertisers moving dollars to digital video.
Table of Contents

Executive Summary

YouTube is the most-used digital video platform in the US: This year, 95.4% of US OTT video viewers will watch YouTube at least monthly, surpassing even Netflix (74.9%). The pandemic has driven a surge in YouTube viewing and accelerated the trend of watching it on TV screens. This shift could make YouTube a powerful alternative for TV advertisers reallocating dollars to digital video.

How much will advertisers spend on YouTube this year?

YouTube US net ad revenues will grow 17.8% year over year (YoY) to $4.04 billion and reach $6.87 billion by 2022.

How is YouTube advertising growing on connected TV (CTV) devices?

YouTube’s US CTV ad revenues will reach $2.89 billion, accounting for more than one-third (36%) of total US CTV ad spending.

How many people in the US watch YouTube?

This year, 214.9 million Americans will watch YouTube content, making up 74.2% of US internet users. That number will reach 228.1 million by 2024.

Who watches YouTube in the US?

YouTube’s US viewers skew young, 39.2% of which are ages 12 to 34. That share rises to 51.1% when we include children 11 and younger.

How much time is spent on the platform?

Viewers ages 18 and older will spend 41.9 minutes per day on YouTube, across all devices, including mobile, desktop or laptop, and CTV.

WHAT’S IN THIS REPORT? This report examines how YouTube viewing and ad revenues have grown and shifted during the pandemic and includes our most recent forecasts for YouTube’s US viewers, net US ad revenues, and gross US CTV ad revenues.

KEY STAT: YouTube US net ad revenues will reach $4.04 billion this year, up 17.8% YoY.

Here’s what’s in the full report

2files

Exportable files for easy reading, analysis and sharing.

18charts

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

10expert perspectives

Insights from industry and company leaders.

Table of Contents

  1. Executive Summary
  2. YouTube’s Product Suite
  3. YouTube US Ad Spending
  4. YouTube Ad Formats
  1. Ad Buying on YouTube
  2. YouTube Advertising on CTV
  3. YouTube Viewer Demographics
  4. Key Takeaways
  1. Insider Intelligence Interviews
  2. Read Next
  3. Sources
  4. Media Gallery

Charts in This Report

Interviewed for This Report

Jonathan Anselmo
Omnicom Media Group
COO and President
Interviewed October 20, 2020
Todd Krizelman
MediaRadar
CEO
Interviewed October 5, 2020
Jesse Math
Tinuiti
OTT Lead and Vice President, Client Strategy, Planning, and Platforms
Interviewed October 2, 2020
Arthur Zeidman
Insider Inc.
Enterprise Sales Lead, Programmatic
Interviewed October 12, 2020
Brian Binder
Tinuiti
Director, Search Strategy
Interviewed October 2, 2020
Jonathan Kowalski
TheSoul Publishing
Global Head of Sales, Brand Partnerships
Interviewed October 9, 2020
Christopher Lawton
Google
Communications Manager, YouTube Ads
Interviewed October 16, 2020
Tony Manfred
Insider Inc.
Head of Video
Interviewed October 6, 2020
Jana Meron
Insider Inc.
Senior Vice President, Programmatic and Data Strategy
Interviewed October 9, 2020
Dave Rosner
Collab
Executive Vice President and Head of Marketing
Interviewed October 6, 2020

authors

Audrey Schomer

Contributors

Ross Benes
Analyst
Paul Briggs
Senior Analyst
Zach Goldner
Junior Forecasting Analyst
Eric Haggstrom
Forecasting Analyst
Nazmul Islam
Junior Forecasting Analyst
Chuck Rawlings
Researcher
Mariel Soto Reyes
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