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State of the Screens

YouTube Surpasses $30B in Ad Revenue

By February 9, 2024No Comments

Three big questions re: YouTube:
1) How much advertising revenue did YouTube generate last year?
2) What share of total TV time does YouTube account for?
3) What share of total TV time does YouTube TV account for?

Big question #1: How much advertising revenue did YouTube generate last year?

YouTube advertising revenue (YoY growth):
1) 2019 – $15.1B
2) 2020 – $19.8B (↑ 31%)
3) 2021 – $28.8B (↑ 46%)
4) 2022 – $29.2B (↑ 1%)
5) 2023 – $31.5B (↑ 8%)
Interesting: Netflix grew revenue (↑ 7%) at roughly the same pace as YouTube (↑ 8%).

Big question #2: What share of total TV time does YouTube account for?

Quick answer: YouTube accounts for 9% of total TV time and 24% of streaming TV time.

27B3.8-DEC2023E(YouTube)

Big question #3: What share of total TV time does YouTube TV account for?

Quick answer: YouTube TV accounts for 1.7% of total TV time.

Mr. Screens’ Crystal Ball: Look for YouTube TV’s share of TV viewing to increase as their overall subscriber number (8M) grows.

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.