YouTube consumption grew strongly last year, with individuals watching nearly 22 hours each month on average, according to an analysis of App Annie data on Android mobile devices across 15 markets.

Why it matters

Advertisers have responded to this growth in user activity – YouTube saw advertising revenue growth throughout 2020 even during the initial wave of the coronavirus outbreak and the platform now takes a 6.5% share of all online advertising. This comes as online video erodes investment in linear TV and many audiences now see no difference between YouTube and TV content.

Takeaways

• In eight of...