YouTube is still attracting new advertisers

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Among US companies investing in digital video advertising, the share that did so exclusively on YouTube increased from 47% in Q4 2021 to 60% in Q1 2022, for a total of roughly 9,300 companies in the US.

Beyond the chart: YouTube’s earnings have fallen short of analyst expectations so far this year, but its days as a dominant video ad platform are far from over—if it can fend off TikTok. The Alphabet-owned platform will boast a monthly US user base roughly 2.5 times larger than TikTok’s this year, and it offers more opportunities for advertisers than its short-form competitor does.

While YouTube is playing catch-up in social commerce and short-video functionality, the platform still has the advantage in user numbers, for now.

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