YouTube’s ad revenue rises as CTV grows

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 08, 2021, 2:32 AM UTC

An eMarketer and Sightly study found that, in 2020, 95.4% of American OTT viewers could’ve watched YouTube monthly, at least.

YouTube, then, is the most-used digital video platform in the US with Netflix coming in with 74.9% in 2020. Further, 214.9 million Americans are estimated to have watched YouTube in 2020. This could reach 228.1 million by 2024.

Gross ad revenue on connected TV (CTV) was $2.89 billion in 2020. It is further expected to grow to $4.30 billion and $5.45 billion in 2021 and 2022 respectively. Moreover, YouTube’s net ad revenues reached $4.04 billion in 2020.

Net ad revenues are anticipated to reach $5.56 billion in 2021 and $6.87 billion in 2022. Brands advertising on YouTube grew 32% between March and August 2020, while direct response brands contributed 20% to 30% of ad revenue growth.

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