The medium screen: New data on ad impressions shows that more YouTube viewing is happening on TVs, suggesting the platform will soon become an increasingly popular place to reallocate TV ad dollars.

eMarketer forecasting analyst Eric Haggstrom, vice president of content studio Paul Verna and Business Insider Intelligence senior analyst Audrey Schomer at Insider Intelligence discuss the most impressive video streaming players this year, whether bundling will come to streaming and how significant is the "mooch factor." They then talk about TVs that rotate, YouTube wanting advertisers to spend more to reach consumers watching content on TVs and what to make of D2C's jump into TV advertising.

On today's episode, we discuss what Facebook's new virtual reality (VR) ads look like, the ad formats that will be unique to VR, and what's driving VR headset growth. We then talk about the breakdown of what Americans are watching on TV, whether we will ever see ads on Disney+ and Netflix, and whether YouTube TV has the answer for sports fans. Tune in to the discussion with eMarketer principal analysts at Insider Intelligence Victoria Petrock and Paul Verna.

In 2020, Netflix and YouTube users increased their time spent the most compared with users of other subscription OTT video services. Last year, Netflix users increased time spent on the platform by 11.2% YoY, while YouTube engagement grew 9.5%.

In some cases, TikTok may facilitate this behavior: It allows businesses to direct people to their Instagram (and YouTube) accounts with an embedded link at the top of their TikTok profiles. TikTok’s younger user makeup helps explain the high levels of off-platform buying. Teens and young adults make up the core of TikTok’s US user base.

Livestreaming features have been a great success for video platforms like YouTube, Facebook, and more, creating opportunities for social commerce and boosting watch time—an area in which Netflix is already ahead. A recent Nielsen report found Netflix led daily watch time across streaming and TV at 1.13 trillion minutes.

Digital ad dollars are shifting toward YouTube

YouTube is the single biggest source of supply in US CTV advertising. The digital video platform’s outsize role in the US CTV space is particularly striking given that advertisers can’t access CTV inventory on YouTube on non-Google platforms (e.g., Roku).

YouTube Shorts debuts in the US: The feature may just be another TikTok clone for now, but if YouTube can successfully harness its existing base of video content creators, it could set Shorts apart.

US marketers allocated more than $7 billion in digital ad spending to YouTube last year, eMarketer estimates, up 15.1% over 2018 spending levels. That resulted in more than $3.4 billion in net ad revenues for the video-sharing giant, with most of the remainder going to content creators.

Having established itself as a place for authentic self-discovery, YouTube is a mainstay for today’s kids. While entertainment preoccupies much of their time on the platform, it’s also evolved to a place of search and product discovery, ultimately influencing some on their path to purchase.

We can expand the content in ways that we'd never even imagined—allowing YouTube creators to teach classes or do one-on-one training with someone who lives in a different city, for example. In addition, on the mobile shopping side, we're seeing a transition to more social interactions on platforms like Instagram, where the commerce has to meet the customer.

On today's episode, we discuss how the "Big Three" are driving the digital rebound, what we can expect from TV, and a step change for radio advertising. We then talk about the importance of YouTube recommending products shown in videos, consumer awareness of the sunsetting on third-party cookies, and how much Apple's privacy changes could affect Facebook's ad revenues. Tune in to the discussion with eMarketer senior forecasting analyst at Insider Intelligence Eric Haggstrom.

eMarketer principal analyst Mark Dolliver, junior analyst Blake Droesch and vice president of content studio Paul Verna talk about Uber testing ad displays for its cars, YouTube attempting to invite more edgier advertising, Netflix making deals to extend its reach, Plex launching a free, ad-supported streaming service, Americans tell us their favorite Thanksgiving pie flavor, and more.

Forecasting analyst Eric Haggstrom joins host Nicole Perrin to talk takeaways about Alphabet's Q4 earnings, which revealed YouTube ad revenues and Cloud revenues as line items for the first time. They also discuss how the largest digital ad seller is facing an investigation into its dominant market position.

Meta, Snap, Twitter, and YouTube collectively lost an estimated $9.85 billion in the second half of 2021 because of ATT, according to Lotame data cited by the Financial Times. Meta said it expects to lose another $10 billion in 2022 from the ripple effects of Apple’s privacy reset.

eMarketer principal analyst Mark Dolliver, junior analyst Blake Droesch and senior forecasting analyst at Insider Intelligence Oscar Orozco discuss how to get someone to reply to your email, Quibi's free trial, Youtube's ad load, responding to BLM, why customers unfollow businesses, how Blockbuster Video is still alive and more.

eMarketer forecasting analyst Eric Haggstrom and principal analyst at Insider Intelligence Nicole Perrin discuss Google's (and YouTube's) latest earnings. They then talk about how much of a concern ad fraud is within connected TV advertising, the implications of the California Privacy Rights Act, and how people interpret emotionally infused ads.

On today's episode, we discuss what an out-of-home (OOH) advertising comeback will look like and which areas are driving growth. We also examine how OOH movie theater advertising could recover, the significance of March Madness's return, when people will want to attend sporting events again, and replacing "primetime" with something more personal. Tune in to the discussion with eMarketer forecasting analyst Nazmul Islam and senior analyst at Insider Intelligence Ross Benes.

It will provide Google users a more personalized ad experience across Google Search, YouTube, and other platforms. The new tool, expected late this year, will let users view the kind of ads they want to see. Users will be able to give specifics on ads they prefer within My Ad Center: everything from basketball to health to the energy industry. They may even request ads from particular brands.