Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "youtube"
- YouTube has a higher valuation than media companies, but it continues to outdo other legacy media businesses with its virtual pay TV provider YouTube TV.
- TV consumer surveys suggest only streaming remains top of mind. A new survey from Adtaxi shows 70% of U.S. adults make streaming their first choice for TV and video content viewing.
- The macro backdrop for advertising broadly and for brand advertising specifically has deteriorated in the past few weeks, the bank says.
- If spun off as a standalone business, YouTube could be valued between $475 billion and $550 billion.
- YouTube had a leading 21% share of streaming minutes in 2024. Compared to just FAST platforms, YouTube is far ahead in streaming minutes, followed by Tubi with a 4% share and Roku with 3%.
- Currently, the only virtual pay TV leader is YouTube TV. With around 8 million subscribers, it appears to be in a better position. (The Fubo/Hulu combination will be second place to YouTube TV, with an estimated 6.2 million.)
- Market research company Circana is expanding its sales-lift solution for YouTube, intended to give CPG advertisers the ability to measure more ad formats within the social video platform, including Shorts and In-feed.
- A new Pew Research Center report finds 54% of Americans turn to YouTube occasionally to get news content, while 25% get their news regularly from YouTube.
- Research on Facebook and X shows teen daily usage at 32% and 17%, respectively. Digital media around these platforms could be compared to the historical trend of cable TV when it comes to teens and young adult viewers.
- TikTok saw the strongest growth in ad spend, with about 27% vs. a year earlier.
- TD Cowen Analyst John Blackledge valued each Alphabet business as if it were separated from the company, as the DOJ decides the fate of Google.
- Peacock will be the exception to projections of flat to slight growth - estimated at a 15% increase to average 15 minutes per day among users 18 and up. YouTube remains the leader overall, averaging 51 minutes per day among viewers age 18 and up . Although it will see slower growth in the next two years, eMarketer says it has staying power - and will yield a top 9.1% share by the end of 2026 for all CTV/streaming video consumption.
- Some 65% of Gen Z describe themselves as video content creators, according to the YouTube Culture & Trends Report, and 89% describe themselves as fans of someone or something.
- The top three streamers in share of time spent viewing are YouTube, Netflix and Hulu, with YouTube TV at 8% share and Amazon Prime Video at 6%. The top premium streaming platform in household reach is Netflix with a 64% share followed by YouTube at 57%, Hulu, 41%; Prime Video 34%; Max, 29%; Peacock, 23%; Disney+, 22%; and Paramount+, 21%.
- Streaming brands on average delivered one mobile gaming-first ad for every 2.9 YouTube-first ads.
- YouTube overdelivered on advertising in the first quarter -- growing a massive 21% to $8.1 billion in advertising revenue vs. the year-ago period.
- YouTube is launching a "Select Shorts" ad offering to give advertisers the ability to engage audiences across a variety of content genres by placing their ads alongside best-performing Shorts.
- NordVPN has found billions of ad tracking cookies leaked on the dark web. At least 1.5 billion were from the U.S.
- YouTube TV "still presents a great value to those still watching linear television and a great entry point for younger consumers not conditioned for the traditional distribution models," MoffettNathanson senior research analyst Michael Nathanson says.
- Google Ad Lead Vidhya Srinivasan provides insights about the future of advertising as advertisers and publishers wonder how Google will add advertising units to AI-supported products.
- The stakes were high for advertisers on Sunday - not only on national television, but for searches on Google.
- Still the fastest-growing virtual pay TV provider, YouTube TV has surpassed Dish Network and is now the fourth-largest pay TV provider of any kind, says MoffettNathanson Research. It is projected to surpass DirecTV's satellite business by early next year to become the third-biggest pay TV provider overall.
- The global restrictions will take effect by early 2024 in time for elections in the U.S., India and South Africa. Google said it would use AI more to serve voters and campaigns related to these elections.
- A new report from Pew Research Center shows YouTube continues to dominate in the teen demographic. Black and Hispanic teens are using the internet more than their white peers.
- An estimated Q3 gain of 600,000 puts YouTube TV in striking distance of Dish TV.
- Google asked Comscore to examine 15 Super Bowl LVII campaigns that ran on YouTube to determine how they reach viewers who watch the ads exclusively on CTV. Here's what it found.
- Ad and marketing agencies are split on how to price paid ad and organic services. Many marketers still prioritize optimizing keyword research despite all the technology available to do tasks, a survey found.
- YouTube TV is #1 in satisfaction among live streaming services, followed by Hulu + Live TV, according to a J.D. Power survey.
- Scaling high-performing video ad creatives across paid social platforms is daunting at best. PetPlate shares its framework for turning one video concept into five, maximizing the potential of user-generated content (UGC) influencers, and making video-first ads the sole focus of a brand. You, too, can crack the code of scaling paid social through a test, learn and iterate framework. Bringing viewer attention in the first few critical seconds of a pre-roll is an art+science puzzle under any circumstances. But when you are targeting a full funnel of touchpoints across multiple platforms, from social to YouTube to TikTok, the equations get really hard. Amelia Coomber, Director of Acquisition & Performance Marketing at PetPlate, shares their recipe of testing and iterating your way to conversion.
- Are analyst firms equivalent to Industry Influencers in today's economics and perceptions?
