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.
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:
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