70% of advertisers increased YouTube spending last year
A study by DoubleVerify indicates that YouTube leads global streaming ad growth, with 70% of advertisers increasing their investment in the platform over the past year. Netflix also saw significant growth, with 65% of advertisers increasing their spending on the service during the same period.
Key Takeaways
- 70% of advertisers increased investment in YouTube over the last year, according to DoubleVerify.
- 65% of advertisers increased spending on Netflix during the same period.
- The figures come from DoubleVerify’s study on global streaming ad growth.
- YouTube outpaced Netflix by 5 percentage points in advertiser investment growth.
Why It Matters
The immediate signal is that YouTube is still pulling more advertiser dollars than any other streaming platform in this study, with 70% of advertisers increasing spend. Netflix is also drawing meaningful budget growth at 65%, which shows advertiser demand is broadening across major streaming services rather than concentrating on one outlet. For streaming ad tech and monetization teams, these numbers reinforce where buyers are already reallocating spend. The next data point to watch is whether subsequent DoubleVerify updates keep YouTube ahead of Netflix by a similar margin.
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