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YouTube’s ad business took a hit in H2 2022

For more insights and key statistics on the biggest trends in today’s most disruptive industries, subscribe to our Chart of the Day newsletter.

YouTube’s ad business took a hit in the latter half of 2022, with revenues down year over year in both Q3 and Q4. The company has since hired a new CEO, hiked YouTube TV prices, and introduced podcasts to YouTube Music to try to reverse the downward trend.

Beyond the chart: The Alphabet-owned video platform saw net ad revenue growth decelerate from 46.2% in 2021 to 10.0% in 2022, per our estimates. Still, YouTube’s 2022 growth outpaced the global digital ad market’s 8.5% increase.

If TikTok is banned in the US, YouTube Shorts could attract some of TikTok’s $6.83 billion in expected US net ad revenues this year, but just how much would trickle to YouTube is unclear.

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