On today's episode, we discuss Google's Q2 performance, how YouTube got on, and why the tech giant continues to accelerate. We then talk about YouTube improving its CTV ad offerings, what GDPR taught us about privacy upheavals, and why CMOs need to demonstrate the value of their work now more than ever. Tune in to the discussion with eMarketer senior forecasting analyst at Insider Intelligence Eric Haggstrom.

In 2022, the short-video app will rake in 2.4% of the country’s nearly $250 billion in digital ad spending—just 1 percentage point less than YouTube, and more than Snapchat and Twitter combined. Still, that’s a drop in the bucket compared with Google and Meta, which will claim 28.2% and 22.3% of the US digital ad market, respectively. Report: TikTok Commerce 2022.

YouTube has a long history of allowing videos to include purchasing links, either embedded in the video itself or in the description. That familiarity among its users, combined with the fact that 82% of social network users said they watch YouTube, likely contributed to its third-place showing.

These figures show viewers of Disney+, YouTube, and Netflix are more likely to be young when compared with other CTV viewers. But out of these three, Disney+ leans most heavily into young audiences.

Twitch and YouTube Gaming are also popular, each used by 35% of gamers, while Discord and Steam round out the top five. More like this:. Report: Insider Intelligence’s Digital Advertising Trends to Watch in 2022. Article: Overwhelmed network devices took down Amazon Web Services, affecting millions. Article: Mobile gaming growth attracts interest from nongaming media firms.

Businesses including Meta, Snap, and YouTube have already cited losses from Apple’s launch of AppTrackingTransparency in iOS 14.5, and Meta estimated that the privacy changes could cost it $10 billion just in 2022. Citing solutions: The number of companies offering identity solutions as consumer privacy concerns ratchet up has expanded.

Why it matters: US streaming giants are making bold moves to garner more subscribers: YouTube renewed its deal with Major League Baseball to stream live sports, Warner Bros. Discovery confirmed it plans to merge Discovery Plus and HBO Max into one streaming service, and Amazon acquired filmmaker MGM.

YouTube and TikTok are top video streaming apps among Gen Zers of all ages. YouTube remains the dominant platform when it comes to its sheer weekly reach, at 84% among Gen Z adults who use iPhones (Measure Protocol). While TikTok has fewer users overall, it holds the attention of its users for much longer.

That said, YouTube is invested in full game streams through its YouTube TV vMVPD, which we estimate will have 10.1 million US viewers this year. In February 2021, YouTube launched a new sports destination focused on highlights, influencers, and personalized content from the NFL, La Liga, MLB, the NBA, and WWE.