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YouTube is worth $40bn to advertisers but revenue growth is decelerating

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YouTube
  • YouTube reaches 2.6 billion users, driven by its Shorts video format. Gen Z is YouTube’s most valuable and commercially active audience 
  • TV is becoming YouTube’s fastest-growing screen. Connected TV accounts for 45% of total YouTube watch time in the U.S 
  • TikTok and Netflix emerge as key competitors 
  • Marketers rank YouTube as most trusted advertising platform 

 

WARC Media’s Platform Insights: YouTube – a new report spanning investment, consumption and performance

15 July 2026 – YouTube has become one of the world’s most powerful advertising ecosystems, now competing directly with linear TV for living-room attention. It has around 2.6 billion monthly users and annual revenue exceeding $60bn in 2025, of which more than $40bn is attributed to advertising, according to WARC Media.

However, the platform’s ad business growth is slowing, and it finds itself under pressure from rivals such as Netflix and TikTok.

WARC Media’s Iatest Platform Insights report examines YouTube’s ad revenue trajectory and competitive position, how and where audiences are consuming content, and what the data says about campaign performance.

Alex Brownsell, Head of Content, WARC Media, and lead editorof the report, says: “Rising consumption of video content on YouTube, and in particular on TV screens, has not yet translated into the kind of year-on-year ad revenue growth we see elsewhere in the digital ad market. YouTube has been less successful than rivals such as TikTok in its attempts to persuade marketers of its role in driving lower-funnel outcomes, hence its growing focus on winning a greater share of TV budgets.”

Investment: YouTube advertising revenue reached $40.4bn in 2025, but growth slows

YouTube’s global ad revenue grew 11.7% year-on-year to $40.4bn in 2025, while total platform revenue, including YouTube Premium subscriptions, exceeded $60.0bn for the first time.

However, YouTube’s year-on-year ad revenue growth decelerated from 14.7% in 2024 to 11.7% in 2025 and is forecast to drop to 7.0% this year ($43.2bn) and 7.9% by 2027 ($46.6bn).

 

In part, this reflects a maturing platform, but YouTube faces growing competition for performance ad dollars as marketers favour platforms like TikTok for social commerce. At current growth rates, TikTok’s ad revenue could overtake YouTube’s by 2028.
Netflix has also emerged as a key competitor. Its ad tier success positions it for long-term advantage in securing subscriber and advertiser investment and is expected to pull ahead of YouTube over the next 18 months.

 

Research from DoubleVerify’s 2026 Global Insights, Kantar’s Media Resources 2025, and WARC’s Voice of the Marketer carried out last year, all found that marketers globally intend to increase ad investment with YouTube this year, suggesting it remains a core component in media plans.

Consumption: 2.6 billion monthly users and still growing. TV is YouTube’s fastest-growing screen

YouTube is used by nearly 2.6 billion people every month, who spend an average of 58 minutes daily on the platform in 2025, up from 48 minutes in 2024 – reflecting deepening engagement rather than audience expansion.

India leads with 500 million users, followed by the US at 254 million, with Indonesia and Brazil close behind at 151 million and 150 million respectively.

Based on Similarweb App Intelligence data, YouTube generates the highest total time spent on any social or video platform globally.

The 25-34 age group is the largest demographic segment at 21.7%, the 35-44 group accounts for 18.5% and the over-65s represent the smallest segment at 9.5%.

YouTube viewing is shifting from mobile to larger screens. Connected TV accounts for 45% of total YouTube watch time in the US, with average session lengths exceeding 45 minutes and completion rates of 95% or higher.

YouTube Shorts, the platform’s vertical video format is reshaping consumption, and now averages more than 200 billion daily views globally.

 

Monetisation is steadily rising in response. In several major markets, including the U.S., revenue-per-watch-hour for Shorts has overtaken that of traditional in-stream formats. Further ad revenue growth will require advertisers to get on board with the creative requirements for the format.

YouTube’s content mix is broader than any other platform, spanning music, entertainment, gaming, news, education, children’s content, and an increasingly significant podcast offering.

According to Affinco data, music videos remain the most-watched content globally. MrBeast leads by subscribers at 503 million; Indian music label T-Series leads for views at 322 billion.

YouTube’s strength lies in local, interest-led, and creator-driven content, while traditional broadcast and SVOD platforms are better positioned to create global cultural moments.

Performance: YouTube is the most trusted advertising environment among marketers

For a third consecutive year, YouTube ranked as the most preferred and most trusted media brand among marketers globally, according to Kantar, and ranks second in brand safety, behind Netflix.

Ad format selection is driving variations in ad performance. In-feed ads have been found by Store Growers to deliver the strongest click-through performance, with CTRs ranging from 1% to 3%, above the all platform average of 0.65%. Non-skippable in-stream ads generate less than 0.3% click-through rates, making them better suited to awareness objectives than to direct response.

Gen Z is YouTube’s most valuable and commercially active audience. Half (51%) of Gen Z males and 43% of Gen Z females made a purchase after watching an ad on YouTube Shorts, making YouTube a direct commerce driver for younger cohorts.

YouTube has overtaken Spotify for podcast viewing. Viewers watched more than 700 million hours of podcasts on YouTube via TV screens in a month, up 70% year-on-year.

YouTube has eclipsed Reddit as the leading social platform source for large language models (LLMs), creating a new visibility layer for brands with a strong YouTube presence.

 

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Taara and Liquid use light-beam technology to expand data center capacity to large enterprises in Lagos, Nigeria

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Over the last two years, Liquid has deployed nearly a dozen Taara links across Lagos to quickly serve high-speed connectivity to large local enterprises and improve network resilience across key commercial areas for local internet service providers, banks, hotels, and a utility company

SUNNYVALE, United States of America, August 5, 2026/APO Group/ –Taara, a graduate of X, Google’s Moonshot Factory and a leader in high-speed, high-capacity wireless optical communication, today announced its continued collaboration with Liquid Intelligent Technologies (https://Liquid.Tech), a business of Cassava Technologies, a global technology company.

Taara has helped Liquid to quickly distribute high-capacity bandwidth from its points of presence at Africa Data Centres and other leading data centers in Nigeria to large enterprises within and beyond the reach of fiber, where traditional deployments can be costly, time-consuming, or operationally challenging, especially in areas where network outages caused by fiber cuts can take days to restore.

Over the last two years, Liquid has deployed nearly a dozen Taara links across Lagos to quickly serve high-speed connectivity to large local enterprises and improve network resilience across key commercial areas for local internet service providers, banks, hotels, and a utility company.

Nigeria is one of the largest economies in Africa, with some analysts reporting that the country’s economy is growing faster (https://apo-opa.co/4fX49AN) in 2026 than it has done in the previous five years. Lagos is the country’s largest and fastest-growing commercial hub, but expanding network infrastructure in dense urban environments can be challenging.

Wireless optical communication gives operators another tool to extend capacity, reach customers faster, and build more resilient networks without compromising performance

To meet growing enterprise demand, operators increasingly rely on a mix of technologies to extend coverage and increase redundancy. Liquid is using Taara’s technology to ensure improved proliferation of connectivity across the most difficult terrains in the country.

By using highly focused beams of light to transmit data through the air, Taara enables operators to establish links within days rather than weeks, helping accelerate customer deployments while complementing existing fiber infrastructure. Liquid is now exploring opportunities to expand the use of wireless optical communication into regions across Nigeria, including Abuja, Ibadan, and Kano.

“For Liquid, deployment speed has been one of the most significant advantages. Traditional fiber deployments aren’t always a possibility, especially across difficult terrains. Taara links can often be installed and activated within hours, allowing Liquid to ensure it is remaining true to its mission to create a digitally connected future that leaves no African behind,” said Eugene Uka, Acting Chief Executive Officer at Liquid Intelligent Technologies Nigeria.

“As demand for connectivity continues to grow, operators need more flexibility in how they expand and reinforce their networks,” said Bhavesh Mistry, Regional Lead for Taara in Africa. “Fiber remains an essential part of modern communications infrastructure, and will for some time, but there are many situations where deploying fiber quickly or cost-effectively can be difficult. Wireless optical communication gives operators another tool to extend capacity, reach customers faster, and build more resilient networks without compromising performance.”

Taara Lightbridge occupies a unique position between fiber and traditional radio-frequency solutions, delivering up to 20 Gbps of capacity across distances of up to 20 kilometers using narrow, invisible beams of light. The platform enables operators to rapidly deploy high-capacity links without trenching, spectrum licensing, or extensive civil works, helping bridge connectivity gaps that might otherwise remain unserved. Taara Lightbridge is currently deployed in more than 20 countries with operators including T-Mobile, Airtel, Digicel, Liquid, and SoftBank, helping extend and reinforce network capacity across urban, rural, remote, and hard-to-reach environments.

Read more in the case study (https://apo-opa.co/4fGlpLK). For more information about Taara, visit https://apo-opa.co/4gbnzmO.

Distributed by APO Group on behalf of Liquid Intelligent Technologies.

 

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Canon returns to Visa pour l’Image to champion outstanding photojournalism

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Canon to recognise outstanding contributions to photojournalism with two grants

DUBAI, United Arab Emirates, July 30, 2026/APO Group/ –This September, Canon (https://en.Canon-CNA.com/) will be championing the work of photojournalists for the 37th consecutive year, as part of its decades-long partnership with Visa pour l’Image.

Canon will honour the craft of documentary storytelling during the festival’s Pro Week (31 August – 5 September 2026), held in Perpignan in the south of France, by awarding two independent project grants, bringing together industry experts to encourage meaningful discussions and providing recourses for the professional community at the Canon Lounge.

Canon to recognise outstanding contributions to photojournalism with two grants

For 26 years, Canon and Visa pour l’Image have awarded at times career-defining project grants to female photojournalists pursuing a long-term documentary project, alongside the opportunity to showcase their work on the acclaimed Visa pour l’Image stage.

This year, the international jury has awarded Finnish photojournalist and Canon Ambassador Meeri Koutaniemi, for her 14-year documentation of female genital mutilation (FGM) and the grassroots activists working to end the practice. Spanning 14 countries, the project explores both the impact of FGM and the efforts of survivors and communities driving change from within, culminating in a return to Kenya to examine how activism and education can transform future generations.

Canon and Visa pour l’Image are also presenting the seventh Canon Video Grant to German-Mexican filmmaker Axel Javier Sulzbacher for Antes de ser Niño – Before Being a Child. Set in Michoacán, Mexico, the film follows a youth militia where children receive military-style training amid cartel violence, exploring the tension between protection, militarisation, and childhood through long-term observational filmmaking.

We are proud to support photographers and videographers who devote years to telling stories that can shape understanding and help build a more informed and compassionate world

“Photojournalism has the power to make visible the realities that too often remain unseen. For more than two decades, the Canon Female Photojournalist Grant has supported women whose dedication, courage and empathy bring these stories to light. Meeri Koutaniemi’s work exemplifies the profound role documentary storytellers play in bearing witness, amplifying underrepresented voices, and inspiring meaningful change.

Alongside photography, documentary filmmaking plays a vital role in helping us understand the world and the experiences of people whose stories might otherwise go untold. This year, the Canon Video Grant recognises the remarkable work of Axel Javier Sulzbacher, whose dedicated, long-term approach brings nuance and humanity to a complex and challenging subject,” says Ingrid Masachs, EMEA Marketing Director at Canon.

“We are proud to support photographers and videographers who devote years to telling stories that can shape understanding and help build a more informed and compassionate world.”

Canon to host a Photo Studio

As a special highlight this year, Canon will host a dedicated Photo Studio and offer visitors the opportunity to receive a professional headshot and live demonstration of Canon’s Authenticity Imaging System (https://apo-opa.co/4c8UlT2), which embeds secure, verifiable credentials into images in accordance with the C2PA standard.

Canon support at Visa pour l’Image

The Canon Lounge will showcase the strength of Canon’s complete professional imaging offering, bringing together industry-leading cameras, lenses, professional print technology and software solutions that help protect image authenticity, and the unrivalled expertise of Canon Professional Services (CPS).

Throughout the festival, accredited photographers can benefit from complimentary check-and-clean services, hands-on access to the latest equipment, one-to-one advice from Canon product specialists, and a fine art print of their work. As the only imaging brand offering this full suite of products, software and services support, Canon is uniquely positioned to help professional photographers create, protect, and share their work with confidence.

Distributed by APO Group on behalf of Canon Central and North Africa (CCNA).

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Radisson Hotel Group and Accenture Redefine Travel Discovery on ChatGPT

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New Radisson Hotels app in ChatGPT helps travelers move from trip intent to relevant hotel options, live rates, and direct booking paths, advancing Radisson Hotel Group’s agentic commerce strategy

AI is radically transforming how people search for and book hotel stays, and we are committed to being at the forefront of this shift

BRUSSELS, Belgium, July 29, 2026/APO Group/ –Radisson Hotel Group (www.RadissonHotels.com) has collaborated with Accenture (NYSE: ACN) in launching an AI-powered hotel discovery app in ChatGPT, helping travelers move from trip intent to search, comparison and planning through natural conversation.

 

Available as @RadissonHotels in ChatGPT, the app enables travelers to search for Radisson Hotels properties across over 100 countries, and more than 1,000 hotels through natural conversation. Through starting a new ChatGPT conversation with @RadissonHotels at the start of the prompt, travelers can ask for advice to plan a family-friendly weekend stay in Amsterdam, or a hotel in Paris with a gym and spa near the Eiffel Tower. The app will respond with relevant Radisson Hotels properties with live inventory and rates, location context, amenities, hotel details, and interactive map-based results. When ready, travelers are directed to complete the reservation through the Radisson Hotels website.

The launch marks an important step in Radisson Hotel Group’s move toward agentic commerce (https://apo-opa.co/4w1xwbb): a shift from traditional, channel-based booking journeys to AI-led experiences where discovery, comparison, and decision-making happen through conversation. As travelers increasingly turn to AI to ask questions, narrow down options, and plan trips, hospitality brands need to be visible, accurate, and actionable at the moment of intent.

This shift is already underway. According to Accenture’s Consumer Pulse Research (https://apo-opa.co/4fqvOLv), 87% of travelers are open to collaborating with an AI-powered travel agent to find the best option, and 71% of travelers say that at least half of their spend for hotels or airlines will be influenced by AI over the next 12 months. Radisson Hotel Group is seeing the change firsthand, noting that organic and direct web traffic channels that have historically driven online bookings are giving way to new touchpoints like ChatGPT.

“AI is radically transforming how people search for and book hotel stays, and we are committed to being at the forefront of this shift,” said Gianni Di Fede, chief commercial officer, Radisson Hotel Group. “With Accenture, we are reimagining hotel discovery for the next generation of travelers—meeting guests in the planning moment with a branded experience that makes it easier to find, compare, and book Radisson Hotels properties.”

The collaboration began with Radisson Hotel Group using an MCP accelerator that is part of Accenture’s AI Merchant Center, an agentic readiness and intelligence platform. This helped structure, validate, and optimize how Radisson Hotels’ content, inventory, rate, and booking signals could be monitored for AI-led discovery. Accenture then worked with Radisson Hotel Group to design the app experience, shaping how travelers interact with it and how it works across devices. The app connects directly to Radisson Hotel Group’s existing systems, delivering real-time hotel information that helps travelers move from a broad idea to a relevant shortlist more quickly. Over time, the companies plan to expand this experience to include deeper personalization, loyalty recognition, in-chat booking, reservation management, trip modification, and AI concierge capabilities.

“Agentic commerce is fundamentally changing how people discover and choose brands. As journeys become more conversational and intent-driven, companies have to rethink how they show up — not just to be found, but to be chosen, and to deliver value in that moment,” said Ndidi Oteh, CEO of Accenture Song. “Radisson Hotel Group is taking a step in that direction, creating a more direct and meaningful way to connect with travelers when decisions are being made.”

The app is part of Radisson Hotel Group’s broader digital transformation and direct booking strategy. Accenture has supported the Group in modernizing its digital and data foundation (https://apo-opa.co/4pPQ78O), uniting its brands on a single global platform and enabling more personalized marketing across more than 1,000 hotels. With the Radisson Hotels app in ChatGPT extending that foundation into a new AI-native discovery channel, the Group will remain visible, relevant, and bookable as traveler behavior continues to evolve.

“With travel, planning is becoming easier for consumers, but more competitive for brands,” said Emily Weiss, senior managing director and global Travel lead, Accenture. “Travelers want to compare options quickly, narrow down choices and book with confidence, often in a single journey. That puts pressure on brands to show up with accurate, up-to-date, and easy-to-navigate information at every step. With Radisson Hotel Group, the focus was on making hotel content more accessible, so travelers can find what they need, explore options, and move to booking more seamlessly.”

This work builds on Accenture and ChatGPT’s parent company OpenAI’s broader partnership (https://apo-opa.co/4pOOVlZ) to help organizations use AI in more practical, decision-driven ways, unlocking new opportunities for growth, stronger customer connections, and more efficient operations. Accenture is an OpenAI Elite Partner and was recently named OpenAI’s AI Transformation Partner of the Year

Distributed by APO Group on behalf of Radisson Hotel Group.

 

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