U.S. YouTube net advertising revenues 2018-2022

In 2020, YouTube’s net advertising revenues in the United States are projected to reach 4.34 billion U.S. dollars, up from 3.88 billion U.S. dollars in 2017. That year, the video platform generated 7.8 billion U.S. dollars in global net ad revenues.

YouTube advertising

During a November 2018 survey, 90 percent of responding internet users from the United States stated that they used YouTube to watch online video. This significant reach, coupled with an increase in online video consumption among the U.S. online population, positions YouTube as a major player in terms of online advertising and marketing. Brands and influencers can upload ads and promotional videos to the online video platform and in the beauty segment, influencers account for 60 percent of beauty content video views on YouTube, making this a popular category for influencer marketing.

Influencer marketing

With increasing professionalization of YouTube channel owners and stronger monetization of video content, the bar for successful YouTube videos has been raised significantly during the past few years. Gone are grainy webcam videos, and most YouTubers and influencers have a professional camera and lighting setup in order to produce high-quality videos that look and sound good on any device. When factoring in the time it takes to produce and cut a YouTube video, it comes as little surprise that YouTube is a popular medium for influencers in the 1 million plus follower segment, but rarely for those who have significantly less followers (micro-influencers) or vastly more fans (major celebrities). Small influencers may focus their efforts on other platforms with less initial production costs and efforts, and big celebrities do not need to produce YouTube videos to further their fame.

Net advertising revenues of YouTube in the United States from 2018 to 2022

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Source

Release date

April 2020

Region

United States

Survey time period

2018 to 2019

Supplementary notes

*Forecast
Net ad revenues after company pays traffic acquisition costs (TAC) and content acquisition costs (CAC) to partner sites; includes banners, rich media, search and video ads.

Includes advertising that appears on desktop and laptop computers as well as mobile phones, tablets and other internet-connected devices, and includes all the various formats of advertising on those platforms.

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