US YouTube Advertising 2020

US YouTube Advertising 2020

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

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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

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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. eMarketer 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

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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