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EMARKETER

YouTube is still attracting new advertisers

Article by Sara Lebow  |  Aug 8, 2022
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YouTube is still attracting new advertisers
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Topics
Digital Video
Digital Video Ad Spending
United States

For more insights and key statistics on the biggest trends in today’s most disruptive industries, subscribe to our Chart of the Day newsletter.

Among US companies investing in digital video advertising, the share that did so exclusively on YouTube increased from 47% in Q4 2021 to 60% in Q1 2022, for a total of roughly 9,300 companies in the US.

Beyond the chart: YouTube’s earnings have fallen short of analyst expectations so far this year, but its days as a dominant video ad platform are far from over—if it can fend off TikTok. The Alphabet-owned platform will boast a monthly US user base roughly 2.5 times larger than TikTok’s this year, and it offers more opportunities for advertisers than its short-form competitor does.

While YouTube is playing catch-up in social commerce and short-video functionality, the platform still has the advantage in user numbers, for now.

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