The news: Connected TV (CTV) ad spending on YouTube surged far ahead of streaming competitors last quarter, according to analysis from Tinuiti. Among Tinuiti’s clients, YouTube CTV spending jumped 31% while streaming services like Max and Netflix had growth of just 6%.
The CTV boom: Record cord-cutting and increased time spent has made CTV one of the strongest ad spending sectors in 2023. But while viewership has made gains, ad spending has shifted over from TV more slowly, giving video competitors time to race to win market share.
YouTube’s lead: The pivot to digital is fully underway, and YouTube’s strong TV viewership and content model gives it an advantage over streaming services and other CTV platforms just entering the fray.
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