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Key stat: From Q4 2022 to Q4 2023, YouTube’s costs per thousand (CPMs) ranged from $13.03 to $15.34—a swing of $2.31, according to our forecast.
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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 first-party benchmark sources, consumer media consumption trends, consumer device usage trends, and Insider Intelligence interviews with executives at ad agencies, brands, media publishers, and other industry leaders. YouTube user forecast is based on the analysis of survey and traffic data from research firms and regulatory agencies; Google company releases; historical trends; internet and mobile adoption trends; and country-specific demographic and socioeconomic factors.