• by Wayne Friedman , Staff Writer, 8 hours ago

YouTube on TV screens will see even more advertising messaging in 2026, according to a new study.

The number of U.S. agencies planning to use YouTube on TV screens will grow to 62% from 60%, according to a study from Pixability, a data platform focused on YouTube advertisers.

This result is from a November 2025 report of 171 U.S. media executives, where 69% say advertising on YouTube for TV “will be used in more CTV campaigns than ever before.” Another 27% are “neutral” with regard to investment in YouTube on TV screens versus the previous year.

The survey also noted an overall 51% increase in YouTube advertising investment in 2025 across all its businesses versus 2024, according to agency executives.

Next year, YouTube advertising investment is expected to rise 43%. Just 4% expect a decline in YouTube investment.

Brand suitability and safety remain an issue with content for YouTube -- where user-generated video and other video runs.

“Agencies feel like without leveraging a third-party pre-bid suitability solution, the average campaign can be 30% unsuitable,” authors of the report said.

The report adds that when advertisers want to target adults' brand suitability, 79% look to avoid “made for kids” content, and 73% want to avoid “off-target language.”

Another 64% believe an advertiser should avoid political content, and 36% put the kibosh on news content.

Investment in linear TV continues to slow. Just 8% invested more in 2025 than the year before, and 37% invested less.

Growth continues to gain momentum for connected TV (CTV) and YouTube -- 52% and 51%, respectively) in overall investment. Thirty-seven percent say each of their CTV and YouTube investments will be the same.

TikTok and Facebook (Meta) expected gains are 27% and 35%, respectively. Those numbers are comparable to respondents saying investment will be at the same levels -- at 36% and 44%, respectively.