Report
| JUN 22, 2022
Amid TikTok’s meteoric rise, many marketers may be wondering whether YouTube is still relevant. The short answer is yes. But YouTube will need to carve its own niche in creators, commerce, and short video to stay relevant in 2022 and beyond.
Report
| JUN 21, 2022
YouTube isn’t just for the smallest screens as more viewing takes place on other connected devices and mobile use declines. Streamers are taking in more upfront ad dollars. Netflix is shaking things up after subscription drops.
Article
| JUN 8, 2022
US adults are spending more time watching YouTube on connected TVs and less time watching it on mobile devices. This year, for the first time since we began our forecast, less than half of time spent with YouTube will be on mobile, as viewers pivot to watching these videos on the same screen as their TV programming, separate from their TikToks and Instagram Reels.
Audio
| JUL 5, 2022
On today's episode, we discuss how Twitter could reinvent itself to become a new social network model, what its current to-do list looks like, and whether it would make sense to can some of its more recent initiatives. "In Other News," we talk about what Sheryl Sandberg leaving Meta means for the company and the significance of a YouTube Shorts milestone. Tune in to the discussion with our analyst Debra Aho Williamson.
Audio
| JUN 13, 2022
On today's episode, we discuss the current diagnosis of Netflix—are their best days behind them, what will they need to do to keep the competition at bay, and what should we make of the rumored acquisition of Roku. "In Other News," we talk about YouTube making it easier to interact with the app on connected TVs (CTVs) and the prospect of its new frequency-capping solution. Tune in to the discussion with our analyst Ross Benes.
Forecasts
| APR 29, 2022
Forecasts
| APR 28, 2022
Article
| MAY 26, 2022
This year, TikTok will surpass YouTube in terms of time spent by their respective adult users in the US. The short-video app will see 45.8 minutes per day from its average adult user, edging out YouTube, at 45.6 minutes.
Report
| MAR 8, 2022
The “TikTok effect” on influencer marketing is palpable, but Instagram and YouTube are still highly relevant venues for creator video.
Article
| MAY 9, 2022
US TikTok users will spend more time with the social media platform this year than YouTube users will spend on YouTube. This difference will be just about a fraction of a minute but will expand in years to come.
Article
| MAY 6, 2022
While TV investments have remained resilient, YouTube is looking to drive viewership in a unique, consumer-first way. In this Q&A, Google's Brian Albert, managing director, shares why linear TV is largely going to revolve around live sports and news and connected TV is going to be the main topic in every Upfronts negotiation this year.
Article
| JUN 24, 2022
YouTube’s short-video and commerce ambitions rely on creator adoption and participation. Creators are the lifeblood of YouTube, and it’s becoming increasingly clear that they have the power to move audiences to new features or formats, as well as sway purchase decisions.
Article
| JUN 21, 2022
Streamers poised to take greater share in US upfront market: Advertising dollars will flow to services such as Hulu, Peacock, Roku, and YouTube TV.
Article
| MAY 31, 2022
Spotify is the No. 1 digital audio service among US teens and adults, with 35% digital audio listeners ages 12 and older using that platform the most. YouTube Music comes in at No. 2, with 18%, while Pandora rounds out the top three at 15%.
Forecasts
| APR 29, 2022
Forecasts
| APR 29, 2022
Forecasts
| MAY 3, 2022
Forecasts
| APR 29, 2022
Forecasts
| APR 28, 2022
Forecasts
| MAR 15, 2022
Forecasts
| MAR 15, 2022
Article
| MAY 20, 2022
Close to 8 in 10 branding professionals plan on allocating upfront spending to Hulu, per a survey from iSpot.tv. Peacock and YouTube TV are also major upfront spend magnets with 52% and 49% of branding professionals dishing ad dollars to those platforms, respectively.
Forecasts
| FEB 10, 2022
Forecasts
| FEB 8, 2022
Article
| APR 18, 2022
YouTube’s MLB deal is a reminder of its streaming power: A whirlwind of streaming news has mostly left YouTube out of the picture, but its dominance can’t be ignored.