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EMARKETER

YouTube Bets on Long and Short Content to Right Its Ship

What Marketers Need to Know About the Video Giant’s Plans to Restore Ad Revenue Growth via CTV and Smartphone Programming

Report by Paul Verna  |  Jul 18, 2023
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Table of Contents
YouTube is going head-to-head against premium streaming services and social video platforms.
YouTube is doubling down on CTV monetization and time spent.
With Shorts, YouTube is fighting an uphill battle to fend off TikTok and dent Meta’s share of social video.
Sources
Media Gallery
About This Report
Following three consecutive quarters of ad revenue losses, YouTube faces an urgent need to restore growth. This could present marketers using YouTube with opportunities to target audiences on both connected TVs and smartphones.
Topics
Connected TVs
Digital Video
United States
Table of Contents
YouTube is going head-to-head against premium streaming services and social video platforms.
YouTube is doubling down on CTV monetization and time spent.
With Shorts, YouTube is fighting an uphill battle to fend off TikTok and dent Meta’s share of social video.
Sources
Media Gallery

YouTube’s ad business has posted losses for the past three quarters—an unprecedented slide following years of double-digit gains. This underperformance has forced the video giant to sharpen its focus in the two areas where it has the best shot at attracting ad spending and restoring growth: connected TV (CTV) and short-form video.

YouTube is going head-to-head against premium streaming services and social video platforms.

From its longtime CEO stepping down to a plethora of competition, it hasn’t been an easy time for YouTube since mid-2022. And parent company Google’s struggles with antitrust lawsuits in the EU aren’t making things easier.

But some signs point to a potential recovery in YouTube’s ad revenues in H2 2023:

Here’s what’s in the full report

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Table of Contents

  1. YouTube is going head-to-head against premium streaming services and social video platforms.
  2. YouTube is doubling down on CTV monetization and time spent.
  1. With Shorts, YouTube is fighting an uphill battle to fend off TikTok and dent Meta’s share of social video.
  2. Sources
  1. Media Gallery

Charts in This Report

US YouTube Net Ad Revenues, 2021-2025 (billions and % change)YouTube's US Connected TV Growth Has Outpaced the Rest of Its Ad Business Since 2018 (% change, 2018-2025)
Meta, YouTube, and TikTok Share of US Video Ad Spending, 2020-2025 (% of total video ad spending)

authors

Paul Verna

Contributors

Jennifer Merritt
Vice President, Content
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