“They may not literally be the first kid on the block to adopt it,” she said. “But once they do, they will use it if it’s of value to them more than anybody else. And they have the discretionary income and spending money to actually purchase it.”
I started using YouTube because I needed a place to host video tutorials. Then YouTube became a bigger and bigger thing and started gaining subscribers. Now it's been 11 years, and here we are. What’s one brand you’ve partnered with? Qualcomm has sponsored a few videos.
We also lowered our net ad revenues for YouTube. Net revenues factor in content acquisition costs, which consider how YouTube shares ad revenues with the creators who make content for its site. We lowered our 2020 YouTube US net ad revenues from $6.27 billion to $4.34 billion. Forward-looking estimates for YouTube may be revised downward further due to the effects of the coronavirus pandemic.
YouTube has a strong following among Hispanics. Morning Consult’s September 2018 polling identified 73% of Hispanics as YouTube users, vs. 60% of total respondents. Part of YouTube’s appeal is that it gives access to culturally relevant content.
But several higher-funnel ad channels achieved a noticeable uptick between 2017 and 2018, including Instagram (up 2.5 points to 44.8%), YouTube (up 7.1 points to 33.4%), Twitter (up 2.8 points to 25.8%), Pinterest (up 3.5 points to 12.9%) and Snapchat (up 3.5 points to 8.3%).