ArticlesPricing

Products

See All Solutions →
By ProductEMARKETER PRO+Analyst Access Program
By Use CaseDetermine Market SizingDevelop StrategiesAllocate BudgetBenchmark PerformanceWin New BusinessDevelop Go-to-Market StrategyStay InformedThought LeadershipSee All Use Cases →
Advertising & Sponsorship
Boost your brand and generate demand with media programs.
Learn More →

Events & Resources

Learning Center
Read through guides, explore resource hubs, and sample our coverage.
Learn More →
Events
Register for an upcoming webinar and track which industry events our analysts attend.
Learn More →
Podcasts
Listen to our podcast, Behind the Numbers for the latest news and insights.
Learn More →

Topics

See All Topics →
Advertising & MarketingSocial MediaContent MarketingEmail MarketingVideoBrowse All →
Ecommerce & RetailEcommerce SalesMcommerceRetail SalesSocial CommerceBrowse All →
Financial ServicesBankingPaymentsFintechWealth ManagementBrowse All →
GeographiesAsia-PacificCentral & Eastern EuropeLatin AmericaMiddle East & AfricaNorth AmericaWestern Europe
HealthValue-Based CareDigital TherapeuticsTelehealthOnline PharmacyBrowse All →
TechnologyConnected Devices5GArtificial Intelligence (AI)Browse All →
More IndustriesReal EstateCustomer ExperienceB2BTravelSmall Business (SMB)Browse All →

Latest Articles

Explore our Research →

Retailers bet on Meta’s AI-powered ad suite

Article |
 Sep 3, 2025

Anthropic’s $13B war chest cements independence

Article |
 Sep 3, 2025

U.S. Bancorp dives back into crypto after SEC rollback

Article |
 Sep 3, 2025

Controversial Sydney Sweeney campaign helped American Eagle get back on track

Article |
 Sep 3, 2025

Most TV viewers hit pause for over a minute

Article |
 Sep 2, 2025

Scented billboards, trending trucks, and a sporting goods studio: August’s most interesting retailers

Article |
 Sep 2, 2025

Kraft Heinz plans to split into two companies

Article |
 Sep 2, 2025

Commerce media evolves as AI, offsite, and new verticals reshape the landscape

Article |
 Sep 2, 2025

Banks’ NFL ads outperformed their other ads across platforms

Article |
 Sep 2, 2025

UK's Gen Zers prioritize deals over brand loyalty

Article |
 Sep 2, 2025
Browse All →

About

Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More →
Our Clients
Key decision-makers share why they find EMARKETER so critical.
Learn More →
Our People
Take a look into our corporate culture and view our open roles.
Join the Team →
Our Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More →
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More →
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us →
EMARKETER

Google retreats from CTVs to power YouTube’s rise

Article by Gadjo Sevilla  |  Jun 24, 2025
Download
Google retreats from CTVs to power YouTube’s rise
Share
Topics
Connected TVs
Digital Video
Video-on-Demand (VOD)
United States

The news: Google reduced its sub-$500 million smart TV budget by 10%, laid off a quarter of its 300-person TV staff, and scaled back investments in connected TV (CTV) initiatives like Google TV and Android TV, per The Information.

The latest changes prioritize YouTube and cloud, which now drive Alphabet’s $110 billion annual run rate. With over $50 billion in annual revenues, YouTube is outpacing growth across Alphabet. 

Realigning around YouTube: Internally, YouTube is being treated like a separate empire, with new leadership searches underway to scale its paid services and infrastructure. The company could be spread thinly across its various platforms and is now focusing on YouTube’s expansion.

Why streaming as the CTV breadwinner?

  • YouTube’s ad and subscription units surpassed $50 billion in revenues for the 12-month period ending in September 2024, marking the first time it’s reached this milestone.

You've read 0 of 2 free articles this month.

Create an account for uninterrupted access to select articles.
Create a Free Account