Following three consecutive quarters of ad revenue losses, YouTube faces an urgent need to restore growth. This could present marketers using YouTube with opportunities to target audiences on both connected TVs and smartphones.
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
1file
Exportable files for easy reading, analysis and sharing.
3charts
Reliable data in simple displays for presentations and quick decision making.
Table of Contents
YouTube is going head-to-head against premium streaming services and social video platforms.
YouTube is doubling down on CTV monetization and time spent.
With Shorts, YouTube is fighting an uphill battle to fend off TikTok and dent Meta’s share of social video.
Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry, included at no extra cost.