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.