YouTube Shorts is bringing its Shorts Fund to over 30 new countries: The platform is stressing the importance of original content as it goes up against TikTok for creators.

YouTube is the most popular platform for non-TV video content in the US, with 65% of the country’s short-form video viewers using the service to watch user-generated content, video game livestreams, and the like.

YouTube Is Feeling the Heat. For 17 years, YouTube has ruled digital video. More than two-thirds of the US population and more than three-quarters of internet users visited YouTube monthly in 2021, we forecast. On a monthly basis, more people viewed video on YouTube last year than used Facebook (225.8 million compared with 179.1 million, respectively).

This is influencing platform share, with YouTube user numbers coming under pressure. YouTube is still the most-popular OTT platform, but its share is slightly shrinking. There will be more than 45 million YouTube users in the UK this year, and that number will continue to rise.

For 17 years, YouTube has ruled digital video. More than two-thirds of the US population and more than three-quarters of internet users visited YouTube monthly in 2021, we forecast. On a monthly basis, more people viewed video on YouTube last year than used Facebook (225.8 million compared with 179.1 million, respectively).

YouTube Music follows in second, with 20%, while Pandora trails in third place, with 13%. That’s a radically different picture from 2013, when the US had 86 million weekly digital audio listeners, Pandora was their top platform by a wide margin, and Spotify attracted a single-digit share of that base. More like this:. Report: US Podcast Advertising 2022.

Sub OTT usage has become nearly as mainstream as YouTube. This year, 55.7% of all digital video viewers worldwide will be sub OTT users. That’s just a shade behind YouTube, at 63.5%. YouTube remains the most popular way to consume digital video globally (it is still well ahead of TikTok and other social media), but the combined might of the world’s sub OTT services are getting close.

YouTube inflates our programmatic CTV numbers. We forecast that three-fourths of US CTV display ad spending will transact programmatically in 2022. Part of the reason our programmatic CTV forecast is so high is because we include YouTube in our CTV definition, and nearly all of YouTube’s advertising is sold through automation.

Advertising on YouTube Music for audio audiences adds to Google’s dominance in digital video, while Rogers Media has built a streaming platform to target its listenership in digital radio and podcasts. How Big Is the Digital Audio Audience and Opportunity?

Bloomberg reported that YouTube, which hired its first podcast executive last fall, is offering to pay podcasters up to $300,000 to upload video podcasts to its platform. Video podcasts on YouTube receive twice the views that podcasts with static images do, according to a YouTube pitch deck obtained by Podnews. YouTube is considering creating a homepage for podcasts, per Podnews.

YouTube. As on Facebook and Instagram, YouTube buyers were highly likely to visit at least twice a day. Their time spent on the platform amounted to an enormous 2 hours, over 30 minutes more than nonbuyers. And nearly 6 in 10 said they were spending more time on YouTube than in the previous year.

On today's episode, we discuss Facebook's new Ray-Ban smart glasses, whether time spent on TikTok actually surpassed YouTube, what branded gaming on Roblox looks like, how to get noticed as a marketer, whether selling Super Bowl ads early is a good move, how to make friends while working from home, how two people reversed climate change in their hometown, and more. Tune in to the discussion with eMarketer principal analyst Suzy Davidkhanian, director of reports editing Rahul Chadha, and analyst at Insider Intelligence Blake Droesch.

Our programmatic CTV forecast is greatly influenced by the inclusion of YouTube, which conducts nearly all of its advertising sales via automation. If YouTube were excluded from our forecast, the share of CTV that is programmatic would drop. On a gross basis, YouTube will account for about half of our 2021 US CTV programmatic ad spending estimate.

Meta’s dominance in social with Facebook and Instagram, and Google’s grip on video with YouTube and on search, will not waver for years to come. Brands must pursue specific strategies to meet audiences on the duopoly’s platforms. The television landscape is shifting away from linear TV and toward connected TV (CTV).

And Saturday, it prevented state-backed media like RT (formerly Russia Today) and other channels from earning ad revenue on YouTube. YouTube is a popular platform for pro-Russian media and commentators who have millions of subscribers on the platform, putting Google in a complicated position.

In combination with greater smart TV penetration in Canada, a larger share of viewing will move to streaming apps like YouTube. Trend: Food and Grocery Delivery Cross the Chasm. Food service apps are now mainstream in Canada.

Instagram and YouTube are the top destinations for product inspiration and purchases. The PwC Gen Z respondents noted Instagram as the top social site for shopping 74% of the time, followed by YouTube at 71%. That differed significantly from millennials, who chose Facebook as their top social media channel for shopping 72% of the time.

YouTube and Netflix recently hired their first executives focused on podcasting. Spotify launched a hub dedicated to Netflix, featuring soundtracks from the shows of its fellow streaming giant. HBO Max produced podcasts exclusive to its platform. Finally, it’s become common for podcasts to be adapted into streaming video shows.

Users were particularly more likely to be annoyed by ads on Facebook, YouTube, and Instagram this year than last year. User attitudes toward ads on YouTube remained most negative this year. YouTube video ads are highly interruptive of the content experience. Most ads on YouTube are in-stream video ads, including pre-, mid-, and post-roll ads.

This year, one-tenth of US internet users will subscribe to YouTube Premium. Our forecasts includes subscribers to YouTube Premium and YouTube Music. (In September, Google disclosed that audio listening accounts for one-fourth of all time spent with YouTube.).

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.

Generally, the leading social networks in the region are Facebook and YouTube, followed by Instagram, TikTok, and Twitter. Retail media ad spending is also driving the digital ad market and growing in tandem with ecommerce. Nearly 70% of internet users in Southeast Asia will be digital buyers in 2022, up about 10 percentage points from just three years ago, according to our projections.