YouTube viewers are pivoting to TV screens as their method of choice for watching content, a trend that experienced significant growth before and during the height of the pandemic. We estimate that 113.1 million US YouTube viewers, 52.8% of total viewers, watched the platform's content on connected TV (CTV) devices in 2020. Those numbers will increase to 130.8 million and 57.7% by 2022.

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.

On today's episode, we discuss what to make of YouTube ad impressions moving over to TV screens, our connected TV ad spending estimates, and how to make TV ads more actionable. We then talk about what's driving Amazon's ad business, whether NBCUniversal can get primetime TV ad rates for slots on Peacock, and what impact Nielsen's new Podcast Ad Effectiveness+ solution will have. Tune in to the discussion with eMarketer senior forecasting analyst at Insider Intelligence Eric Haggstrom.

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.

Digital video subscription fees are rising amid a cord-cutting surge, and Netflix, Disney, and YouTube are chief among those reaping the benefits.

Is YouTube mostly watched on connected TVs (CTVs)? Most time spent on YouTube still happens on mobile, but its CTV viewership is surging. This year, 123.8 million people will watch YouTube via CTVs. How fast is viewership on free streaming services growing? This year, the number of free premium video streaming viewers will increase by 18.4% to 89.2 million.

YouTube is carving into social commerce and TV measurement: The platform is leveraging both its deep pool of creators and large TV-based audience to get a leg up on competitors.

In the US, Hulu is the fastest-growing subscription streamer on connected TV devices, with the number of households that watch it via those devices rising by 53% between January 2020 and June 2021.

On today's episode, we discuss how prepared measurement and syndication vendors are for the removal of third-party cookies and device IDs, what options advertisers have to maintain measurement and addressability, and some best practices and recommendations for both sides of the supply chain that will help them seamlessly transition to a privacy-centric future. We then talk about how connected TV (CTV) giants are holding onto new customers, YouTube's CTV ads that can move over to your smartphone, and where people prefer to watch movies. Tune in to the discussion with senior vice president of product and general manager of customer experience at Neustar Steve Silvers and eMarketer principal analyst at Insider Intelligence Paul Verna.

About two-thirds of the US population are monthly connected TV (CTV) users. Young people are more likely to use CTV than older people. Four in 10 US senior citizens are CTV users—whereas CTV usage is about double that, more than 80%, among those ages 25 to 54.

Although a growing percentage of ad spending around TV content is happening through addressable, programmatic, and connected TV channels, making advertising more accountable, holistic campaign metrics that cut across the linear and digital domains remain elusive.

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%.

Advertisers are increasing their upfront commitments, particularly for connected TV.

Around the world, mobile is the No. 1 device for watching YouTube, capturing 63% of the platform’s video views in Q2 2021.

The sports hub also features a pitch for YouTube Select, a reboot of the premium ad platform formerly known as Google Preferred. The product steers advertisers toward a curated mix of CTV-friendly content organized into categories, such as sports, beauty and fashion, entertainment, music, gaming, and technology. Reddit.

Digital video time spent: Includes all video content viewed on desktop/laptop computers, mobile devices, and connected TVs, such as video streamed through over-the-top services. Excludes video streamed through social networks.

A significant uptick in the number of connected TV (CTV) users in 2020 likely caused the increase, and that growth will continue for the next several years. In our recent report, “UK Digital Users 2021: After a Trying Year, Which of Our Digital User Forecasts Changed, Which Changes Will Stick, and Which Won’t?