美国YouTube广告营销行业市场前景及投资研究报告-外文版培训课件2024.7

INDUSTRIES

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MARKETSYouTubeadvertisingandmarketingintheUnitedStatesCHAPTER

01GlobaloverviewWorldwideadvertisingrevenuesofYouTubeasof1stquarter2024(inmillionU.S.dollars)YouTube:globaladvertisingrevenuesasofQ1202410,0009,0008,0007,0006,0009,2008,6338,0907,9637,9527,6657,3407,205

7,2057,0716,8856,8696,6936,0055,0374,7175,0004,0383,8043,8124,000

3,6053,0003,6033,0252,0001,0000Q4'18Q1'19Q2'19Q3'19Q4'19Q1'20Q2'20Q3'20Q4'20Q1'21Q2'21Q3'21Q4'21Q1'22Q2'22Q3'22Q4'22Q1'23Q2'23Q3'23Q4'23Q1'243Description:YouTube'sworldwideadvertisingrevenuesamountedto8.1billionU.S.dollarsinthefirstquarterof2024,representinganincreaseof21percentcomparedtothefirstquarterof2023.YouTubeisoneofthebiggestonlinevideoplatformsworldwide,withthemostpopularYouTubechannelshavingaccumulatedover100millionsubscribers.ReadmoreNote(s):Worldwide;Q42018toQ12024;YouTubenon-advertisingrevenuesareincludedinGoogleotherrevenuesSource(s):Alphabet;YouTubeBrandvalueofYouTubeworldwidefrom2020to2024(inbillionU.S.dollars)YouTube:brandvalue2020-202435302531.7229.7123.892017.2916.35151050202020212022202320244Description:In2024,thebrandvalueofYouTubestoodat31.7billionU.S.dollars.Ayearearlier,thevaluewasestimatedat29.7billiondollars.YouTubeisamongthemostvaluablemediabrandsworldwide.

ReadmoreNote(s):Worldwide;2020to2024Source(s):BrandFinanceLeadingcountriesbasedonYouTubeaudiencesizeasofApril2024(inmillions)CountrieswiththemostYouTubeusers2024NumberofYouTubeusersinmillions200

250050100150300350400450500IndiaUnitedStatesBrazil476238147139IndonesiaMexico84.279.4JapanPakistanGermanyVietnam66.165.763PhilippinesTurkeyUnitedKingdomFrance58.158.155.750.25Description:AsofApril2024,IndiawasthecountrywiththelargestYouTubeaudiencebyfar,withapproximately476millionusersengagingwiththepopularsocialvideoplatform.TheUnitedStatesfollowed,witharound238millionYouTubeviewers.Brazilcameinthird,with147millionuserswatchingcontentonYouTube.TheUnitedKingdomsawaround55.7millioninternetusersengagingwiththeplatformintheexaminedperiod.ReadmoreNote(s):Worldwide;April2024;basedonaddressableaudienceofanyageSource(s):DataReportal;Google;Meltwater;WeAreSocialAdvertisingrevenueofmajordigitalad-sellingcompaniesworldwidein2024(inbillionU.S.dollars)Adrevenueofmajordigitaladsellersworldwide202425020015010050190.5146.352.739.90GoogleMetaAmazonByteDance6Description:In2024,Googlewasforecasttogenerate190.5billionU.S.dollarsinglobalonlineadvertisingrevenue,securingthetechgiant'stopspotamongleadingdigitaladsellersworldwide.ThiswasfollowedbyMetawithanadrevenueof146.3billionU.S.dollars,whileAmazonclinchedbronzewitharevenueof52.7billion.ReadmoreNote(s):Worldwide;asofSeptember6,2023;forecastSource(s):Varioussources(VIADS);WARCYouTube'sadvertisingrevenuesaspercentageofGoogle'sglobalrevenuesfrom2017to2023YouTube:shareofGooglerevenues2017-20230.12%0.1%11.2%10.9%10.33%10.25%9.4%8.1%0.08%0.06%0.04%0.02%0%7.3%20172018201920202021202220237Description:In2023,YouTube'sadvertisingrevenueaccountedforapproximately10.25percentofGoogle'stotalrevenue.Thatyear,thevideoplatform'sannualadrevenuesamountedto31.5billionU.S.dollars,upfromthe29.2billionU.S.dollarsinthepreviousyear.ReadmoreNote(s):Worldwide;2017to2023;excludingYouTubenon-advertisingrevenuesSource(s):Alphabet;GoogleCHAPTER

02U.S.overviewDigitalvideoadvertisingspendingintheUnitedStatesfrom2019to2023(inbillionU.S.dollars)DigitalvideoadvertisingspendingintheU.S.2019-20236050403052.147.139.526.221.720100201920202021202220239Description:In2023,digitalvideoadvertisingspendingintheUnitedStateswasestimatedat52billionU.S.dollars.Accordingtothesource’scalculations,thespendingdouledintheperiod2020to2023.ReadmoreNote(s):UnitedStates;2019to2023Source(s):IAB(U.S.);MarTech;PwCUSDigitalvideoadvertisingspendingintheUnitedStatesin2023,bytype(inbillionU.S.dollars)DigitalvideoadspendintheU.S.2023,bytype2520.319.52014.2151050CTVSocialvideo(non-CTV)Onlinevideo10Description:ConnectedTV(CTV)advertisingspendingintheUnitedStatesamountedto20.3billionU.S.dollarsin2023,markinganinepercentincreasefromthepreviousyear.Socialmediavideoadspendingaddedupto19.5billiondollars,whileonlinevideoadspendingtotaled14.2billion.ReadmoreNote(s):UnitedStates;2023Source(s):AdvertiserPerceptions;Guideline;IAB(U.S.)SocialnetworkadvertisingspendingintheUnitedStatesfrom2021to2025(inbillionU.S.dollars)SocialnetworkadspendintheU.S.2021-2025908082.2375.0868.4570605040302010066.2163.06202120222023*2024*2025*11Description:EveryyearbillionsofdollarsarespentonadvertisingonsocialmediaintheUnitedStates.In2022,theamountreached66billionU.S.dollars,andincludedpaidadvertisingonsocialnetworksaswellasgamesandapplicationsonsocialmedia.By2025,advertisersareexpectedtospendover82billiondollarsonpromotingtheirproductsonsocialnetworks.Facebookcommandsthelion’sshareoftheseexpenditures(morethan80percent),followedbyLinkedInandPinterestwithfourand[...]

ReadmoreNote(s):2021abd2022;includespaidadvertisingappearingwithinsocialnetworks,socialnetworkgamesandsocialnetworkapplications;excludesspendingbymarketersthatgoestowarddevelopingormaintainingasocialnetworkpresence;*[...]

ReadmoreSource(s):eMarketer;InsiderIntelligenceYouTubeadvertisingrevenueintheUnitedStatesfromJune2023toDecember2023(inbillionU.S.dollars)MonthlyYouTubeadrevenueintheU.S.20231.81.61.531.521.511.51.461.461.41.21.00.80.60.40.20.01.3June2023July2023August2023September2023October2023November2023December202312/statistics/248859/youtube-us-net-video-advertising-revenuesInDecember2023,brandsinvested1.51billionU.S.dollarsinadvertisingonYouTubeproperties(mobilewebvideo,mobileapp,onlinevideo,aswellasinternetdisplay).Inthefivemonthspresented,thespendingsummedupto10.3billionU.S.dollars.ReadmoreNote(s):UnitedStates;JunetoDecember2023;includesmobilewebvideo,mobileapp,onlinevideo,aswellasinternetdisplaySource(s):VivvixCHAPTER

03MarketerusageandinfluencersLeadingsocialmediaplatformsusedbymarketersworldwideasofJanuary2023Socialmediaplatformsusedbymarketersworldwide20231%89%0.9%0.8%0.7%0.6%0.5%0.4%0.3%0.2%0.1%0%80%64%54%44%26%FacebookInstagramLinkedInYouTubeTwitterTikTok14Description:AsofJanuary2023,Facebookwasthemostcommonlyusedsocialmediaplatformamongmarketersworldwide.Accordingtoaglobalsurvey,89percentofrespondingsocialmediamarketersusedthenetworktopromotetheirbusiness,whileanother80percentdidsoviaInstagram.ReadmoreNote(s):Worldwide;January2023;2,133respondentsSource(s):Frankwatching;SocialMediaExaminerLeadingchannelsmarketersplannedtoincreasespendingoninNorthAmericain2024TopchannelsmarketersplanningtoincreasespendoninNorthAmerica2024Shareofrespondents15%

20%0%5%10%25%30%35%35%40%ConnectedTV(CTV)MobileappadvertisingSocial31%31%StreamingradioSponsoredcontentPrintadvertisingLinearTV26%24%23%21%Search18%Linearradio15%Other1%15Description:AccordingtoasurveycarriedoutamongmarketingprofessionalsinNorthAmericainthefourthquarterof2023,35percentofrespondentssaidtheywereplanningtoincreasetheirspendingonconnectedTV(CTV)in2024.Thiswasfollowedby31percentofrespondentscitingmobileappadvertising,whileanother31percentmentionedsocialmedia.ReadmoreNote(s):NorthAmerica;Q42023;600respondents;amongmarketingprofessionalsSource(s):tvScientificSocialmediaplatformswithhighestreturnonadvertisingspending(ROAS)accordingtoB2CadvertisersintheUnitedStatesandCanadaasofFebruary2023SocialmediawithhighestROASintheU.S.&Canada20230.6%48%0.5%0.4%0.3%0.2%0.1%0%35%11%3%2%1%YouTubeInstagramFacebookTikTokSnapchatTwitter16Description:Duringa2023survey,largebusiness-to-consumer(B2C)advertisersfromtheUnitedStatesandCanadawereaskedaboutsocialplatformwheretheysawthebestreturnonadspend.Accordingtotheresults,48percentofrespondentssaidthatYouTubeproducedthebestROASforthem,and35percentsaidthesameaboutInstagram.ReadmoreNote(s):Canada,UnitedStates;asofFebruary2023;100respondents;amongdirector-levelrespondentsfromB2Ccompanieswithrevenueofonebillionto10billionU.S.dollarsannuallySource(s):MarketingCharts;Smartly.ioDistributionofYouTubeinfluencersworldwidein2023,bycategoryGlobaldistributionofYouTubeinfluencers2023,bycategoryShareofinfluenceraccounts0%5%10%15%20%25%30%28.5%People&BlogsEntertainmentVideoGamesMusic14.54%12.95%10.72%Education8.08%HowtoandstyleMoviesandTVSports4.78%4.07%3.49%3.11%2.64%Technology&ScienceCars&Motorbikes17/statistics/1251350/distribution-youtube-influencers-category-worldwidePeopleandblogswasthemostpopularcategoryforYouTubeinfluencersin2023,with28.5percentofthempostingvideosrelatedtothistopic.Entertainmentandvideogamesfollowedwitharespectiveinfluencershareof14.54and12.95percent.

ReadmoreNote(s):Worldwide;2023Source(s):HypeAuditorYouTubeinfluencerengagementratesworldwidein2023,byfollowercountYouTubeinfluencerengagementratesworldwide20233.47%3.4%0.035%0.03%0.025%1.9%0.02%0.015%0.01%0.005%0%1,000-5,000100,000-1,000,000Numberoffollowers>1,000,00018Description:In2023,YouTubeinfluencerswithbetween1,000and5,000followershadanengagementrate,amountingto1.9percent.Therateforinfluencerswithmore1,000,000followerswashigher-3.4percent.

ReadmoreNote(s):Worldwide;2023Source(s):HypeAuditor;InfluencerMarketingHubEngagementratesofinfluencersonYouTubeintheUnitedStatesin1sthalf2023,bynumberoffollowersYouTubeU.S.engagementratesofinfluencers2023,byfollowers1.6%1.4%1.2%1%141.04%78.58%0.8%0.6%52.48%34.75%0.4%0.2%0%17.45%10k-50k12.92%5k-10k50k-100k100k-250k250-1m1m+19Description:BetweenJanuaryandJune2023intheUnitedStates,YouTubeinfluencerswithanaudienceofbetween100,000and250,000thousandfollowershadanaverageengagementrateof52.48percent.YouTubeinfluencerswithoveronemillionfollowersachievedanengagementrateof141percent.ReadmoreNote(s):UnitedStates;January1toJune14,2023;1.83millionYouTubeaccountsanalyzedSource(s):Affable.aiCHAPTER

04MarketleadersLeadingindustriesonYouTubeintheUnitedStatesinDecember2023,byadvertisingspending(inmillionU.S.dollars)YouTubeadspendintheU.S.2023,byindustry3002482502001501005011989.68782.60RetailMediaTelecommunicationsFinancialPharmaceuticals21/statistics/538085/advertising-spending-youtube-industriesInDecemberꢀ2023,theretailindustryandthemediaindustryinvestedthemostinadvertisingonYouTubeintheUnitedStates,bothwithaspendingof178millionU.S.dollars.Thefiveindustriestogetherreachanadexpenditureof678millionU.S.dollars.ReadmoreNote(s):UnitedStates;December2023;includesmobilewebvideo,mobileapp,onlinevideo,aswellasinternetdisplaySource(s):VivvixLeadingYouTubeadvertisersintheUnitedStatesinSeptemberandOctober2023,byestimatedadvertisingspending(inmillionU.S.dollars)TopYouTubeadvertisersintheU.S.2023,byestimatedadvertisingspendingEstimatedadspendinginmillionU.S.dollars05101520253035TenliraWalmart29.412.78DawnDishSoapHershey'sFebreze8.27.26.96.96.366.12StateFarmAirbnbCascadeVerizon5.935.78Domino'sPizzaMadMusclesT-Mobile5.685.22AdobeGrainger4.514.42Charmin4.1122Description:ThroughoutSeptemberandOctober2023,Tenlira–abrandownedbyInuvo,Inc.,anartificialintelligence(AI)advertisingfirm–investedanestimated29.4millionU.S.dollarsinYouTubeads,makingitthehighest-spendingadvertiseronthevideoplatformintheUnitedStatesduringthatperiod.Forcomparison,thatwasovertwiceasmuchasthesecond-placedbrand,Walmart,whichspentalmost12.8milliondollarsonadvertisingonYouTduringthosetwomonths.

ReadmoreNote(s):UnitedStates;September1toOctober31,2023;includingdisplay,video,andtextformatsonopenweb,social(Facebook,YouTube),andretailmedia,bothonmobileanddesktopdevices;excludingsearchSource(s):AdmetricksLeadingcontentcreatorsandchannelsonYouTubeintheUnitedStatesandCanadainthe1stquarter2023,byInfluencerMediaValue(IMV)(inmillionU.S.dollars)MostvaluedcreatorsandchannelsonYouTubeintheU.S.&Canada2023IMVinmillionU.S.dollars0.00.51.01.52.02.53.03.54.04.55.0sxephildonutmediatvlinustechtipstheakguy1974bgfilms4.422.422.391.581.56pewdiepiematthewpatrick13h3podcast1.361.341.21.141.071.061veritasiumgamersnexusw1ldc4t43garrettmitchthehoonigans0.930.8823Description:Inthefirstquarterof2023,brandsandcompaniesthatactivatedsponsoredYouTubecampaignswiththeYouTuberPhilipDeFranco-sxephil-sawover4.42millionU.S.dollarsduringthefirstquarterof2023inIMVduetocollaborationwithbrandssuchasGreens,Bokksu,Grammarly,NordVPNandothers.ReadmoreNote(s):Canada,UnitedStates;Q12023Source(s):NeoReachLeadingbeautyInfluencersonYouTubeintheUnitedStatesin1sthalf2023,byengagementrateTopYouTubeU.S.beautyinfluencers2023,byengagementrateEngagementrate20%0%10%30%40%50%60%CourtneyRenee@reneeswaybeautyTaiSelene@taiselene52.36%35.24%KathyChan@itskathychanBrenda@brendacurlstylistDanielaFlores@danielafloresErinMiller@erinmiller28.42%23.93%23.66%19.03%18.24%ChristyKeaneCan@christykeanecanConniePena@conniepena777douxfairy@douxfairyTheAllureEdition@theallureeditionSadiaSlayy@sadiaslayy13.03%6.91%6.46%5.5%4.75%3.01%ruslanagee@ruslanageeCanelaTrigueros@canelatrigueros24Description:AsofJune2023,beautyinfluencerCourtneyRenee(@reneeswaybeauty)hadaYouTubeengagementrateof52.36percent,makinghertheleadingbeautyinfluencerintheUnitedStates.TaiSelene(@taiselene)andKathyChan(@itskathychan)camesecondandthird,withengagementratesof35.24percentand28.42percent,respectively.ReadmoreNote(s):UnitedStates;January1toJune14,2023Source(s):Affable.aiCHAPTER

05ConsumerinsightsMostusedsocialmediaplatformsbytypeintheU.S.asofDecember2023MostusedsocialmediaplatformsbytypeintheU.S.2023Shareofrespondents0%10%20%30%40%50%60%58%70%65%Socialnetworks(e.g.,Facebook)Mediasharing(e.g.,Snapchat,Instagram,YouTube,Pinterest)Instantmessengers(e.g.,WhatsApp,FacebookMessenger,WeChat)(Micro-)blogging(e.g.,Twitter,Tumblr,WordPress)Businessnetworks(e.g.,LinkedIn)54%24%20%18%15%Discussionforums(e.g.,Reddit,Quora)Consumerreviewnetworks(e.g.,Yelp,TripAdvisor)Idonotusesocialmediaregularly8%Other3%26Description:65percentofU.S.respondentsansweroursurveyon"Mostusedsocialmediaplatformsbytype"with"Socialnetworks(e.g.,Facebook)".Thesurveywasconductedin2023,among60,267consumers.

ReadmoreNote(s):UnitedStates;JanuarytoDecember2023;60267respondents;18-64yearsSource(s):ConsumerInsightsReachofsocialmediaadvertisingintheUnitedStatesasofJanuary2024,byplatformSocialmediaadreachintheUnitedStates2024,byplatformShareofadultpopulationreached30%

40%0%10%20%50%60%70%80%LinkedInYouTube82.2%77.4%Facebook71.3%Instagram60.5%TikTok55.3%X(formerlyTwitter)Snapchat36.5%33.8%27Description:Asofearly2024,advertisingonLinkedInhadthehighestreachintheUnitedStatesamongthepresentedsocialnetworks,with82.2percent.YouTubeandFacebookfollowed,with77.4and71.3percent,respectively.

ReadmoreNote(s):UnitedStates;asofJanuary2024;18yearsandolderSource(s):DataReportal;Kepios;Meltwater;Varioussources;WeAreSocialReachofsocialmediaadvertisingintheUnitedStatesasofJanuary2024,byplatformandgenderSocialmediaadreachintheUnitedStates2024,byplatform&genderShareofadultpopulationreachedMenWomen40%0%10%20%30%50%60%70%80%77%YouTubeFacebook77.7%66.8%74.6%76.2%73.3%LinkedIn54.1%51.4%Instagram65%TikTok59.1%30.9%Snapchat36.3%46.9%X(formerlyTwitter)26.4%28Description:Asofearly2024,amongthepresentedsocialnetworks,advertisingonYouTubehadthehighestreachintheUnitedStates,bothamongwomenandmen,with77.7and77percent,respectively.Onaverage,YouTubeadvertisingreached77.4percentofU.S.adults.ReadmoreNote(s):UnitedStates;asofJanuary2024;18yearsandolderSource(s):DataReportal;Kepios;Meltwater;Varioussources;WeAreSocialSocialmediachannelsmostusedbyinternetusersintheUnitedStatestointeractwithbrandsin2022and2023MostusedsocialmediachannelsforbrandinteractionintheU.S.2023Shareofrespondents2023

202230%0%10%20%40%50%60%70%61.5%61.8%60.3%FacebookYouTube54.6%48.9%InstagramTikTok45.2%42.9%35%26%Snapchat22.6%25.1%26.2%X(formerlyTwitter)Pinterest22%20.2%7.6%8.1%Twitch29Description:AccordingtoasurveyamongAmericaninternetusersin2023,Facebookwasthemostusedsocialmediachannelforthepurposeofbrandinteraction,with61.5percentofrespondentschoosingit.YouTubecamesecond,with60.3percentofthetotalsharespointingtowardsthevideoplatformasabrandinteractiononlinespace.ReadmoreNote(s):UnitedStates;December2023;1,500respondents;amongworking-ageconsumersSource(s):Attest;eMarketer;InsiderIntelligenceEstimatednumberofYouTubeShortsusersintheUnitedStatesfrom2023to2027U.S.YouTubeShortsviewers2023-2027250200192184.6175.1164.5152.915010050020232024*2025*2026*2027*30Description:In2023,YouTubeShortswasestimatedtohavearound153millionmonthlyviewersintheUnitedStates.Launchedin2021,ShortshavequicklybecomeapopularformatforbothYouTubeusersandcreators,withthecompanyreportingtwobillonglobalmonthlyactiveviewersinJuly2023.Theformatisestimatedtoreach185millionU.S.viewerspermonthby2026.ReadmoreNote(s):UnitedStates;asofSeptember2023;basedonestimatedmonthlyuse;*ForecasteddataReadmoreSource(s):eMarketerMostuseddevicesfordigitalvideosintheU.S.asofDecember2023MostuseddevicesfordigitalvideosintheU.S.2023Shareofrespondents0%10%20%30%40%50%60%70%69%SmartphoneSmartTV62%LaptopTablet44%37%Streamingdevice(e.g.,AppleTV,Chromecast)Gamingconsole(e.g.,PS4,Xbox)DesktopPC34%26%25%Don'tknow1%31Description:69percentofU.S.respondentsansweroursurveyon"Mostuseddevicesfordigitalvideos"with"Smartphone".Thesurveywasconductedin2023,among8,845consumers.

ReadmoreNote(s):UnitedStates;JanuarytoDecember2023;8845respondents;18-64years;respondentswhowatchdigitalvideocontent(Media&digitalmedia,Videogames)Source(s):ConsumerInsightsMostpopularvideoappsusedbychildrenintheUnitedStatesin2023LeadingvideoappsusedbychildrenintheU.S.20230.7%60%0.6%0.5%0.4%0.3%0.2%0.1%0%41%26%14%14%8%YouTubeNetflixDisneyPlusAmazonPrimeVideoHuluTwitch32Description:In2023,YouTubewasbyfarthemostpopularvideoappusedbychildrenintheUnitedStates,withsixin10reportingtousethepopularplatformonmobile.Incomparison,41percentusedNetflix,and14percentusedtheAmazonPrimeVideomobileapp.Live-streamingandgamingcommunityTwitchwasusedbyonein10U.S.kidsagedbetweenfourand18yearsold.ReadmoreNote(s):UnitedStates;2023;