YouTube Isn't as Big as Analysts Thought, and What that Means for eMarketer Estimates; Can People Take Even More Streaming Services?

We take a look at why analysts were overestimating YouTube's ad revenues and how that might change in light of COVID-19. We also discuss whether people will take to the upcoming slew of new streaming services. April 3, 2020 [YouTube Isn't as Big as Analysts Thought, and What that Means for eMarketer Estimates; Can People Take Even More Streaming Services?](/CLQ00d0Rp0rS0MDA392pG0L)   US marketers allocated more than $7 billion in digital ad spending to YouTube last year, up 36.1% over 2018 spending levels, according to our estimates. That resulted in $3.43 billion in net ad revenues for the video-sharing giant, with most of the remainder going to content creators and owners. Our latest estimates of ad spending in the US were completed on March 6, 2020—after evidence of a slowdown in China's economy but before the coronavirus pandemic caused widespread shocks later in March. Our underlying assumption was that if there was a recession in H1 2020, the US would see a return to GDP growth in H2. We’ll be revisiting this forecast after some Q1 earnings reports come in, but it’s important to call out some significant backward-looking adjustments we made as part of the March estimates. One of those was to our estimates of YouTube revenues. Before reporting its Q4 2019 earnings, Alphabet had never broken out revenues at YouTube from those at parent company Google. When the country’s largest digital ad seller finally did break out revenues at the largest video ad seller, they came in under most analysts’ estimates. We had previously expected YouTube to gross more than $11 billion in US ad revenues last year. /CLQ00d0Rp0rS0MDA392pG0L [Read the full article.](/CLQ00d0Rp0rS0MDA392pG0L) [The Division of Consumer and Customer Segmentation]( Segmentation strategy can be a confusing and divisive topic for marketers. However, the gap between customer and consumer segmentation can be bridged with third party data. Download Forrester’s report with special introduction by Infutor to learn how to maximize the impact of your segmentation efforts. [Download Now]( [The Weekly Listen: New Video Streaming Services, Online Grocers' Future and a Reversed Techlash](   eMarketer principal analyst Mark Dolliver and junior analyst Blake Droesch discuss whether people will have an appetite for the upcoming video streaming services, the future of online grocers, if the pandemic has eased the techlash, examples of companies building goodwill, whether it's OK to always wear pajamas when working from home, and more. ["Behind the Numbers" is made possible by InMobi. Listen in.]( [chart-image]( [Is China’s Retail Industry on the Upswing?](   In a signal that it has flattened the curve, China reported zero new domestically transmitted cases of COVID-19 in the mainland last month, though that may slightly change as there have been cases brought back by overseas returnees. (Additionally, there is some speculation around the accuracy of these reports.) Editors Note: Since this article's original publication, one county in China has gone into total lockdown again amid fear of a second wave of COVID-19 cases. [Read the article.]( [chart-image]( ©2020 eMarketer, Inc. 11 Times Square, New York, NY 10036   eMarketer Daily is published by eMarketer, Inc. [Unsubscribe](/CLQ00d0Rp0rS0MDA392pG0L) | [Change email address](=/CLQ00d0Rp0rS0MDA392pG0L) | [Update preferences](/CLQ00d0Rp0rS0MDA392pG0L) | [Advertise](=/CLQ00d0Rp0rS0MDA392pG0L) [Select "Research Submissions"](=/CLQ00d0Rp0rS0MDA392pG0L) for potential inclusion in the eMarketer Daily. If you cannot view the HTML newsletter, please [read it in your browser here](. =/CLQ00d0Rp0rS0MDA392pG0L   =/CLQ00d0Rp0rS0MDA392pG0L