Platform Insights: YouTube

Provides an overview of the key datapoints that advertisers need to know about YouTube, spanning investment, consumption and performance insights.
  • Ad investment with YouTube is set to rise 4.0% this year to a total of $30.4bn, more than double the rate of growth recorded in 2022.
  • Retail remains YouTube’s most important category for ad investment: commerce brands are expected to spend $4.1bn on YouTube ads this year, up 4.6% on 2022.
  • Shorts’ 50 billion daily viewer total is behind the 140 billion daily views on Instagram Reels, while under-18s spend on average 60% longer on TikTok than with YouTube content.
  • YouTube has overtaken Netflix as the biggest TV streaming platform in the US, accounting for 22.9% of OTT viewing in...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands