YouTube Bets on Long and Short Content to Right Its Ship

What Marketers Need to Know About the Video Giant’s Plans to Restore Ad Revenue Growth via CTV and Smartphone Programming

YouTube’s ad business has posted losses for the past three quarters—an unprecedented slide following years of double-digit gains. This underperformance has forced the video giant to sharpen its focus in the two areas where it has the best shot at attracting ad spending and restoring growth: connected TV (CTV) and short-form video.

YouTube is going head-to-head against premium streaming services and social video platforms.

From its longtime CEO stepping down to a plethora of competition, it hasn’t been an easy time for YouTube since mid-2022. And parent company Google’s struggles with antitrust lawsuits in the EU aren’t making things easier.

But some signs point to a potential recovery in YouTube’s ad revenues in H2 2023:

Here’s what’s in the full report

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Table of Contents

  1. YouTube is going head-to-head against premium streaming services and social video platforms.
  2. YouTube is doubling down on CTV monetization and time spent.
  1. With Shorts, YouTube is fighting an uphill battle to fend off TikTok and dent Meta’s share of social video.
  2. Sources
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authors

Paul Verna

Contributors

Jennifer Merritt
Vice President, Content