Q2 2022 Digital Video Trends

YouTube Makes TV Viewing Inroads, and Upfront Spending Stays Steady

Report by Ross Benes  | Jun 21, 2022
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Table of Contents
Executive Summary
Key Points
Monetization
Audience
Content
Read Next
Sources
Media Gallery
About This Report
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.
Topics
Digital Video
United States
Table of Contents
Executive Summary
Key Points
Monetization
Audience
Content
Read Next
Sources
Media Gallery

Executive Summary

This is the latest installment in an ongoing series of quarterly video overviews focusing on monetization, audience, and content. On the radar for Q2: new forecasts for local and national TV ad spending and YouTube time spent by device. Updated ad spending forecasts for upfront TV, upfront digital video, upfront connected TV (CTV), linear addressable TV, and linear programmatic TV.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

  1. What is the split between local and national TV advertising?
  2. Where is upfront ad spending growing?
  3. How much time do people spend watching YouTube on TV screens?

WHAT’S IN THIS REPORT? This report covers key events in the digital video industry based on data, trends, and business activity in Q2 2022. It includes new forecasts for local and national TV ad spending and updated ad spending forecasts for upfront TV, upfront digital video, upfront CTV, linear addressable TV, and linear programmatic TV.

US Share of Average Time Spent per Day with YouTube, by Device, 2020-2024 (% of total time spent with YouTube)
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KEY STAT: Daily time spent on other connected devices will account for 36.4% of all YouTube viewing.

Here’s what’s in the full report

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13charts

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Table of Contents

  1. Executive Summary
  2. Key Points
  3. Monetization
  1. Audience
  2. Content
  3. Read Next
  1. Sources
  2. Media Gallery

Charts in This Report

US Share of Average Time Spent per Day with YouTube, by Device, 2020-2024 (% of total time spent with YouTube)US Upfront TV* Ad Spending, 2019-2024 (billions and % change)
US Upfront/NewFront Digital Video Ad Spending, 2019-2023 (billions, % change, and % of digital video ad spending)US Upfront Connected TV (CTV) Video Ad Spending, 2019-2023 (billions, % of upfront/NewFront digital video ad spending, and % of CTV video ad spending)
US Linear Addressable TV Ad Spending, 2020-2024 (billions, % change, and % of total TV ad spending)US Linear Addressable TV Households, 2018-2022 (millions, % change, and % of total pay TV households)
US Linear Programmatic TV Ad Spending, 2020-2024 (billions, % change, and % of total TV ad spending)US Local and National TV Ad Spending, 2020-2024 (billions)
US Streaming Video Service Subscribers Who Have the Ad-Free vs. Ad-Supported Version of Select Subscription Video-on-Demand (SVOD) Services, April 2022 (% of respondents)Average Revenue per User (ARPU) Worldwide for Select Subscription Video Services, Q4 2021
TV* vs. Digital Video**: Average Time Spent in the US, 2020-2024 (hrs:mins per day among population)Netflix Streaming Subscriptions Worldwide, by Region, Q1 2021-Q1 2022 (millions)
Number of Original Titles Available on US Ad-Supported Video-on-Demand (AVOD) Services, Jan 2020 & Jan 2022

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authors

Ross Benes

Contributors

Chuck Rawlings
Senior Researcher