TikTok threatening YouTube in US video ad spend

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Meta is way ahead of competitors in US video ad spend, with 30.1% share this year compared with YouTube’s 8.3% and TikTok’s 6.5%, according to our forecast. TikTok is on YouTube’s tail as it gains share, but the short video newcomer won’t surpass YouTube before the end of our forecast period in 2025.

Beyond the chart: Days of monster growth like last year’s 133.0% for TikTok are behind us, but video ads are still a strong market for all three companies.

Meta’s total US video ad revenues will pass $25 billion this year, a growth of 13.6% over last year. YouTube’s video ad revenues will approach $7 billion, growing 6.4%. TikTok’s revenues will cross the $5 billion mark, a 20.2% increase.

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Methodology: Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions, historical trends of the advertising market, historical trends of each medium in relation to other media, reported revenues from major ad publishers, estimates from other research firms, data from benchmark sources, consumer media consumption trends, consumer device usage trends, and eMarketer interviews with executives at ad agencies, brands, media publishers, and other industry leaders