What advertisers’ approach to YouTube means for Alphabet

For more insights and key statistics on the biggest trends in today's most disruptive industries, subscribe to our Chart of the Day newsletter.

Advertisers use a different strategy on YouTube than on other digital video platforms. In Q1 2022, more than 40% of US video ads on the Alphabet-owned platform were post-rolls, and almost 30% were mid-roll ads. On other video platforms, 97% played before video content.

Beyond the chart: Video ads also tend to be longer on YouTube—17% were over 30 seconds, compared with just 2% on other video platforms. But YouTube’s longer ads likely aren’t translating to its TikTok copycat, Shorts, which has a growing audience but few ad options. As a result of this and other factors like economic headwinds, its ad business is taking a hit. Earlier this week, Alphabet announced that YouTube ad revenues grew just 5% in Q2 2022, down from 84% the same quarter a year prior.

More like this

"Behind the Numbers" Podcast