YouTube Premium hits a subscription landmark: The service now enjoys 100 million subscribers after YouTube spent much of 2023 cracking down on ad blockers.
Article
| Feb 5, 2024
On today's podcast episode, we discuss what's most to blame for this sustained ad spending rebound, what concerns us about it, and what we expect to see from ad spending in 2024. "In Other News," we talk about why ad-blocking rates are experiencing a gradual uptick and a cord-cutting milestone. Tune in to the discussion with our director of forecasting Peter Newman and vice president of content Paul Verna.
Audio
| Dec 7, 2023
YouTube’s anti-ad blocking campaign sparks a user outcry: The company is raising ad-free pricing in multiple markets shortly after banning ad blockers.
Article
| Nov 6, 2023
On today's podcast episode, we discuss the current state of the affiliate space, bringing new light to influencer activity through "performance branding," the impact of programmatic ads coming to movies theaters, and how retail media aids affiliate marketing. "In Other News," we talk about the impact of programmatic ads coming to the movies and what YouTube's next anti-ad blocking measure will be. Tune in to the discussion with our analyst Max Willens and Alexandra Forsch, president of Awin Americas.
Audio
| Aug 24, 2023
Players like Microsoft Advertising are offering the ability to block ads from being served on sites with high carbon emissions and new ad tech companies are focused on helping advertisers cut emissions. Ad supply chain sustainability is important, because inefficiencies create not just environmental waste, but waste in ad spend as well. This was originally featured in the EMARKETER Daily newsletter.
Article
| Apr 22, 2024
Mitchell-Wolf notes that YouTube’s revenue rise of more than 20% amounts to its most robust growth in two years, thanks to strategic investments in live sports broadcasting, stringent actions against ad blockers, and enhancements in the monetization of its Shorts feature.
Article
| Apr 26, 2024
In the case of Arc browser, even if a user does click through to a webpage, the browser still blocks ads, cookies, and trackers. That’s a “tomorrow problem” for a lot of advertisers, said our analyst Evelyn Mitchell-Wolf. These advertisers are still struggling with today’s problems of cookie deprecation and signal loss.
Article
| Feb 29, 2024
Music streaming and crackdowns on ad blocking drive users to YouTube’s other primary subscription service. We project that YouTube Premium’s subscription revenues will exceed $3 billion in 2024, putting it just ahead of Paramount+’s subscription revenues. This includes revenues from YouTube’s music service, which competes with Spotify and Apple Music.
Report
| Feb 22, 2024
Fighting ad blockers to preserve revenues: YouTube’s global trial restricting video playback for ad-blocker users also nudges them toward YouTube Premium.
Article
| Jul 5, 2023
Some 20% of consumers use an ad blocker while browsing the internet, which means advertisers need to make sure their ads are appearing on sites that will ensure ads are seen. The same Malwarebytes study found 13% of consumers use a privacy-preserving web browser and 12% use a search engine that does not track online activity. These factors also make it difficult for advertisers to target consumers.
Article
| Jan 11, 2024
The closure of an ad-free YouTube app is a reminder of ad blockers’ prominence: Digital advertising efforts are at odds with the experience most internet users want.
Article
| Mar 15, 2022
On today's episode, we discuss the most interesting takeaways from Twitter's Q3 earnings, why the social media company was able to weather Apple's iOS privacy changes, and what Twitter hopes to become by 2023. We then talk about the share of tweets that come from young people and the appeal of Twitter Blue now that it includes ad blocking service Scroll. Tune in to the discussion with eMarketer senior analyst at Insider Intelligence Jasmine Enberg.
Audio
| Nov 8, 2021
Forecasts
| Feb 8, 2024
Source: EMARKETER Forecast
YouTube users cry foul after ad blockers ban and Premium price hike. Lessons from YouTube in how generative AI is changing the creator economy.
Article
| Nov 21, 2023
It's also been putting up one heck of a fight against ad blockers recently, so that could also be lifting ad revenues and even subscription revenues, although I haven't seen any concrete quantitative figures as to exactly how much it might be lifting things. YouTube is also continuing down the long road of better monetizing Shorts.
Audio
| Feb 6, 2024
Several DSPs, ranging from Microsoft Advertising to Basis, now offer advertisers the ability to block ads from being served on sites with the highest carbon emissions. Multiple supply-side platforms (SSPs), including OpenX, Index Exchange, and Teads, now offer private marketplaces comprising sites that boast lower carbon emissions.
Report
| Jul 25, 2023
YouTube has made several moves to limit ad blockers. Keep in mind, things could change. With the boost of fall sports, linear TV could see a month-over-month rise in September. An end to the Hollywood writers and actors strikes may have a similar effect. But those are small factors within a greater trend: Viewers are going digital, meeting advertisers where they already are.
Article
| Aug 16, 2023
YouTube is testing restricting ad blockers to three video views, at which point users would have to disable the blockers, resulting in more eyes on YouTube ads. Player: Meta. Meta introduced Threads, its Twitter copycat, which doesn’t have ads yet but did just get branded content tools for creators. That means Threads could become a hub for influencers.
Article
| Jul 17, 2023
Some viewers are promoting the use of ad blockers, which remain a major threat to YouTube’s stream. Earlier this year, YouTube Vanced, a third-party app that allowed users to access YouTube Premium features and watch YouTube ad-free, shut down after legal threats from Google.
Article
| Sep 19, 2022
The prominence of ad blockers: Ordering Vanced to shut down is a logical step from Google, as advertising forms the basis of its business. But the news of the shutdown—and the app’s popularity—are a reminder of just how popular and widely used ad blockers are across web browsers. Read more about the future of ad blockers.
Article
| Mar 17, 2022
You’ll still need an ad blocker if you want a true ad-free experience, though. Two birds, one stone: Google is putting some ad placement power it usually gives to brands in the hands of consumers in the hopes of both improving consumer sentiment toward advertising and helping those ads reach the most relevant audiences.
Article
| Oct 24, 2022
Chart
| Oct 4, 2023
Source: MalwareBytes
Connected TV (CTV) doesn’t get all the fun: YouTube is also testing a mandate that viewers disable ad blockers to view content, meaning more eyes on more ads. YouTube is integrating Shorts into video reach campaigns. That means advertisers buying ads on horizontal videos can use YouTube’s campaign setup tools for vertical viewing as well, making it easier to advertise on the TikTok rival.
Article
| May 31, 2023
The news: Antitrust regulators in the EU and UK are investigating Google and Meta’s 2018 “Jedi Blue” deal, which allegedly gave Meta preferential access to Google’s ad bidding system and was used to block ad tech rivals, per The Verge.
Article
| Mar 14, 2022
Antitrust regulators in the European Union and UK are investigating Google and Meta’s 2018 “Jedi Blue” deal, which allegedly gave Meta preferential access to Google’s ad bidding system and was used to block ad tech rivals.
Article
| May 24, 2022