Regulatory pressure and political alignment are now influencing programming stability, deal viability, and advertiser confidence one year into Trump's second presidency.

YouTube expands shoppable CTV ads with Google Demand Gen, with new units aiming to convert passive viewing into action without feeling intrusive.

YouTube reaches more people than any other media platform in history. But saturation, slower growth, and rising competition are reshaping its future.

Mexico’s digital ad market is rapidly transforming as new formats, channels, and players emerge. Understanding the local market forces, challenges, and opportunities driving these shifts is vital to staying competitive.

The FTC is appealing the Meta monopoly ruling; but while a breakup would disrupt cross-platform buying, fragmented user attention still weakens the FTC’s hand.

Brazil’s digital ad market continues to transform as new formats, channels, and players emerge. Understanding the local market forces, challenges, and opportunities driving these shifts is vital to staying competitive in the country’s fast-evolving landscape.

Digital video viewing has become the norm, though adoption varies across countries and age groups. Uneven engagement and shifting viewing patterns are reshaping how audiences watch and how budgets follow.

CTRs and CVRs rise with repeated YouTube creator integrations—proving the ability of repeat brand exposure to drive action.

As streaming services capture an increasing share of both viewership and subscription revenues, this FAQ will help marketers understand the terminology and dynamics shaping video advertising in 2026.

Podcast listeners are sought out by marketers for high engagement, and listenership is only set to grow.

Asia-Pacific ad growth will remain steady in 2026 as momentum shifts to digital, retail media, and CTV. Rising demand for premium video contrasts with uneven expansion across fast-growing and mature markets.

Our analysts (or “bakers”) will compete in a Great British Bake Off–style episode, discussing how new standards will unlock agentic ad buying and selling, and how (and why) YouTube will benefit most from the surge in video podcasts. Join Senior Director of Podcasts and host Marcus Johnson, along with Senior Analyst Ross Benes and Principal Analyst Yory Wurmser. Listen everywhere, and watch on YouTube and Spotify.

On today’s special podcast episode, we discuss the major headlines we expect to see and some significant milestones in the coming year—and bundle it all into a giant quiz. What happens to YouTube in 2026? What will shoppers start letting AI agents do for them? And much, much more. Join Senior Director of Podcasts and host Marcus Johnson, along with Vice Presidents of Content Suzy Davidkhanian and Paul Verna, and Senior Analyst Blake Droesch. Listen everywhere, and watch on YouTube and Spotify.

In a year marked by platform volatility, AI acceleration, tariff shocks, and shifting consumer behavior, marketers searched for clarity across EMARKETER’s most-read topics. The top 10 themes reflect where advertiser attention truly moved in 2025. These trends captured the forces reshaping performance, discovery, and measurement: AI-driven optimization, creator-centric social ecosystems, commerce-led advertising, and CTV’s rise as the new premium video default. Together, they tell the story of a market recalibrating around efficiency, accountability, and cultural relevance as marketers prepared their 2026 strategies.

Major shifts from aging cohorts to rising media time and uneven AI adoption set the stage for another unpredictable year. Here are five charts to help your business understand these changes and kick-start the new year.

New data shows traditional SEO success no longer guarantees visibility inside generative AI answers. Ahrefs found that fewer than 9% of ChatGPT and Gemini citations come from URLs ranked in Google’s top 10 results—meaning more than 90% of high-ranking organic pages never appear in AI responses. Instead, LLMs lean heavily on community-driven sources like Reddit, YouTube, Wikipedia, Yelp, and TripAdvisor, dramatically reshaping early-stage discovery. With LLM usage exceeding one billion monthly users, brands that do not participate in open forums risk disappearing from AI-mediated journeys. Marketers must treat GEO as a distinct discipline, not an extension of SEO.

Tailoring marketing to Gen Alpha is proving critical for brands looking to capitalize on their emerging influence.

Reddit ad spend is growing 46.3% YoY, more than double Instagram's growth rate and five times TikTok's, according to a November report from Sensor Tower.

Even as the majority of podcasters (71%) use video, per Sounds Profitable, video podcast ads are falling short of driving purchases compared with audio ads. YouTube’s video podcast ads are 18% to 25% less effective than audio downloads at driving users to purchase, according to an Oxford Road and Podscribe study. Video podcast consumption is growing, and YouTube remains the largest media platform globally, but advertisers looking to target podcast consumers specifically must make audio a core part of their campaign planning.