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.

eMarketer senior analyst at Insider Intelligence Audrey Schomer discusses important considerations when advertising on YouTube, the significance of Hulu's deal with ViacomCBS, whether there's a space in streaming land for Discovery+, and what cord-cutting will look like in 2021.

*Social networks will boost US mobile video ad spending this year.* In-app video advertising on platforms like Instagram and Snapchat was the main driver of growth, with new YouTube and Roku ad inventory helping, too.

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).

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, 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.

eMarketer principal analyst Mark Dolliver, junior analyst Blake Droesch and vice president of content studio at Insider Intelligence Paul Verna discuss polarization on Facebook, whether kids spend more time on TikTok or YouTube, how much people trust influencers, Facebook trying to make TV social, out-of-home advertising in Q1, podcast ad skipping, pyramids where they shouldn't be and more.

YouTube also created audio ad products. People commonly use YouTube to listen to music and podcasts, and this ad product is meant to entice more audio advertisers to spend money with YouTube. Here is a list of YouTube ad formats. For the first time, we broke out CTV ad revenues for YouTube, Roku, and Hulu.

For the first time this year, we broke out CTV ad revenues for YouTube, Roku, and Hulu.

eMarketer forecasting analyst at Insider Intelligence Peter Vahle discusses the latest podcast deals and what the mean, how listenership is changing, and the state of podcast advertising. He then talks about the recent Unity and Snap mobile gaming partnership, YouTube's 15-second audio ads, and which sports Americans are currently most comfortable attending in-person.

Pre-pandemic, we forecast that YouTube was nearing saturation, with annual growth rates in the lower single digits. However, elevated digital video consumption this year will make the jump higher than we expected. For marketers looking to take advantage of the growing digital video audience, YouTube offers ad vehicles where non-ad-supported venues like Netflix don’t.

Netflix is also using digital outlets like Facebook and YouTube to market itself. In H1 2020, Netflix had 6.2 billion video content views on YouTube and 4.7 billion on Facebook, which was up 50% and 54% YoY, respectively, according to digital video analytics company Tubular Labs.

YouTube. This year, 87.9% of digital video viewers use YouTube. It will have 214.9 million viewers, or nearly two-thirds of the US population. For the first time, we broke out YouTube viewership by generation and ethnicity this year. Gen Z users are joining YouTube at the fastest rate. The number of Gen Z YouTube viewers will increase 7.2%, while other generations will be relatively flat.

A major challenge in measuring connected TV (CTV) audiences is that most of the time people spend streaming happens devoid of advertising.

The pandemic put pressure on media budgets and changed users’ listening behaviors, forcing advertisers to restructure their audio strategies.

It’s ahead of the US in our forecast measuring YouTube viewers as a percentage of digital video viewers, at 94.5% in 2020, compared with 87.9% in the US. There will be 25.2 million YouTube viewers in Canada this year, or 65.9% of the population. That’s an increase of 2.2% from 2020. Pre-pandemic, we forecast that YouTube was nearing saturation, with annual growth rates in the low single digits.

YouTube rolled out Shorts, its mobile-first short-video product, in India. And Snapchat introduced a slew of new TikTok-like features, including adding music and a test for vertical navigation. How are social networks preparing for the US presidential election?