IS SOMETHING UP WITH YOUTUBE'S AD BUSINESS?

Summary from the TLDR Marketing newsletter

YouTube's ad revenue growth is slowing despite its growing share of TV viewing, raising questions about whether it can convert its CTV audience into more advertising dollars. Its ad revenue grew 9% to $11.2 billion in Q3, even as it captured 15.8% of total TV viewing. Several factors may explain the gap: YouTube missed out on political ad spending, some brands still view FAST platforms as more traditional TV environments, and advertisers are diversifying their CTV budgets instead of concentrating spend on YouTube. Growing competition from Meta and YouTube's expanding ad-free subscription options may also limit its advertising growth.