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State of the Screens

Is Connected TV YouTube’s Next Growth Engine?

By December 3, 2020No Comments

YouTube advertising revenue (YoY growth):
1) 2019-Q3 – $3.8B
2) 2020-Q3 – $5.0B (↑ 32%)

YouTube TV subscribers (YoY growth):
1) 2017-Q3 – 200K
 2018-Q3 – 600K (↑ 200%)
3) 2019-Q3 – 1.6M (↑ 167%)
4) 2020-Q3 – 3.0M (↑ 88%)

YouTube connected TV ad revenue (US only)(YoY growth) according to eMarketer:
1) 2018 – $1.4B (↑ 96%)
2) 2019 – $2.2B (↑ 59%)
3) 2020P – $2.9B (↑ 33%)
4) 2021P – $4.3B (↑ 49%)
5) 2022P – $5.5B (↑ 27%)

Daily CTV watch time on YouTube, according to Tubefilter:
1) 2019 – 250M
2) 2020 – 450M (↑ 80%)

Where it all started: ‘We had no idea how to do it’ : YouTube’s founders, investors, and first employees tell the chaotic inside story of how it rose from failed dating site to $1.65 billion video behemoth

Top 5 trending videos of 2020 according to YouTube:
1) “8:46,” – Dave Chappelle

2) “Building The Perfect Squirrel Proof Bird Feeder,” – Mark Rober

3) “We Broke Up,” – Jeffrree Star

4) “$250,000 Influencer Rock, Paper, Scissors Tournament,” – MrBeast

5) “I’m Coming Out,” – Nikkietutorials

Big question: Do you feel old?

Quick answer: Wait until we list the top artists/songs for 2020 from Spotify…

More #1: This Deal Helped Turn Google Into an Ad Powerhouse. Is That a Problem?

More #2: ‘Sleeping giant’: How Google stands to shake up the connected TV platform war

More #3: How YouTube is working to focus advertisers’ attentions on its connected TV inventory

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.

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