Week in review: YouTube Premium contends with Spotify; The attention recession, why shoppers like SMS, and is Peloton slowing down?

See the week's top stories from Insider Intelligence. September 5, 2021 [Week in review: YouTube Premium contends with Spotify; The attention recession, why shoppers like SMS, and is Peloton slowing down?](=/ODY3LVNMRy05MDEAAAF_VQZf3jOwf3Q9AFTRYBwL-nf4-26tI3Vhlnb3QM005KYEQfKpllGRN7BlO4vRYzmEBVUcvOs=) The forecast: There will be 23.6 million YouTube Premium subscribers by the end of the year, which is up a healthy 18% over 2020. Dive deeper: - Our forecast combines subscribers to YouTube Premium and subscribers to YouTube Music Premium. The latter is a paid, ad-free, on-demand audio service comparable with Spotify Premium. YouTube Premium is a slightly higher cost service allowing for ad-free video watching and includes access to YouTube Music Premium. - The US made up 67% of YouTube Premium subscribers worldwide in 2020, as Alphabet reported and our forecast reflects. This share is down slightly this year because of international expansion of the subscription service. Overall, the US makes up 48% of YouTube’s global net ad revenue. - While 2020 saw a high growth rate of 34.6% over 2019, growth will slow to single digits in the years to come. [Read the full article](=/ODY3LVNMRy05MDEAAAF_VQZf3jOwf3Q9AFTRYBwL-nf4-26tI3Vhlnb3QM005KYEQfKpllGRN7BlO4vRYzmEBVUcvOs=) [Webinar: Commerce Transformation]() While some brands show gains through commerce transformation, others fall flat. A critical difference may be personalization and optimization of the selling process. Learn how to execute a planning roadmap to set your brand up for success. Join this eMarketer Tech-Talk Webinar, with presenting sponsor Merkle. [Register Now]() [Instacart accounts for 1 in 5 US grocery ecommerce sales, but its share is decreasing](=/ODY3LVNMRy05MDEAAAF_VQZf3jOwf3Q9AFTRYBwL-nf4-26tI3Vhlnb3QM005KYEQfKpllGRN7BlO4vRYzmEBVUcvOs=) Instacart's growth exploded in 2020, with sales increasing by 229.7% over 2019, for a total of $23.42 billion. But by the end of 2021, the grocery delivery company's sales will grow by a comparatively small 11.3%, which is in line with market norms. [Read the full article.](=/ODY3LVNMRy05MDEAAAF_VQZf3jOwf3Q9AFTRYBwL-nf4-26tI3Vhlnb3QM005KYEQfKpllGRN7BlO4vRYzmEBVUcvOs=) [chart-image](=/ODY3LVNMRy05MDEAAAF_VQZf3jOwf3Q9AFTRYBwL-nf4-26tI3Vhlnb3QM005KYEQfKpllGRN7BlO4vRYzmEBVUcvOs=) [The Weekly Listen: The attention recession, why shoppers like SMS, and is Peloton slowing down?]() On this episode, we discuss the likelihood of an attention recession, if Peloton's troubles are temporary, what shoppers think of SMS marketing, Amazon's podcast moves, TikTok for small businesses, the best work-from-home perks a company can offer, how the weather can make you friendlier, and more. Tune in to the discussion with eMarketer director of reports editing Rahul Chadha, analyst Blake Droesch, and principal analyst at Insider Intelligence Paul Verna. [“Behind the Numbers" is made possible by VTEX. Listen in.]() [chart-image]() [Report: Germany Digital Ad Spending by Industry 2021](=/ODY3LVNMRy05MDEAAAF_VQZf3jOwf3Q9AFTRYBwL-nf4-26tI3Vhlnb3QM005KYEQfKpllGRN7BlO4vRYzmEBVUcvOs=) After a complicated 2020, most industries in Germany will accelerate their digital ad spending growth in 2021. The rebound for travel and auto will underwhelm, but retail spend will soar. [Read the full report.](=/ODY3LVNMRy05MDEAAAF_VQZf3jOwf3Q9AFTRYBwL-nf4-26tI3Vhlnb3QM005KYEQfKpllGRN7BlO4vRYzmEBVUcvOs=) [chart-image](=/ODY3LVNMRy05MDEAAAF_VQZf3jOwf3Q9AFTRYBwL-nf4-26tI3Vhlnb3QM005KYEQfKpllGRN7BlO4vRYzmEBVUcvOs=) [Podcast: The what, where, and how of back-to-school shopping, facial recognition, and retailer TV ads](/ODY3LVNMRy05MDEAAAF_VQZf3jOwf3Q9AFTRYBwL-nf4-26tI3Vhlnb3QM005KYEQfKpllGRN7BlO4vRYzmEBVUcvOs=) On this episode, we discuss the who, what, where, when, why, and how of this year's back-to-school shopping season. We then talk about why facial recognition is surging in stores, what happens if prices continue to climb, and standout retailer TV campaigns. Tune in to the discussion with eMarketer principal analyst at Insider Intelligence Suzy Davidkhanian. [“Behind the Numbers" is made possible by VTEX. Listen in.](/ODY3LVNMRy05MDEAAAF_VQZf3jOwf3Q9AFTRYBwL-nf4-26tI3Vhlnb3QM005KYEQfKpllGRN7BlO4vRYzmEBVUcvOs=) [chart-image](/ODY3LVNMRy05MDEAAAF_VQZf3jOwf3Q9AFTRYBwL-nf4-26tI3Vhlnb3QM005KYEQfKpllGRN7BlO4vRYzmEBVUcvOs=) [The number of US paid digital audio subscribers is rising faster than previously expected](=/ODY3LVNMRy05MDEAAAF_VQZf3jOwf3Q9AFTRYBwL-nf4-26tI3Vhlnb3QM005KYEQfKpllGRN7BlO4vRYzmEBVUcvOs=) We project the number of paid digital audio subscribers in the US will hit 121.9 million this year, up 11% over 2020's total. [Read the full article.](=/ODY3LVNMRy05MDEAAAF_VQZf3jOwf3Q9AFTRYBwL-nf4-26tI3Vhlnb3QM005KYEQfKpllGRN7BlO4vRYzmEBVUcvOs=) [chart-image](=/ODY3LVNMRy05MDEAAAF_VQZf3jOwf3Q9AFTRYBwL-nf4-26tI3Vhlnb3QM005KYEQfKpllGRN7BlO4vRYzmEBVUcvOs=) [Podcast: Where advertisers stand on TikTok, Facebook's 'meaningful pivot,' and Reels on the blue app]() On this episode, we discuss whether TikTok is actually a top choice for social advertisers, how it compares with other ad channels, and what to make of the companies current shopping efforts. We then talk about Facebook's "meaningful pivot" around its ad business, the latest Federal Trade Commission suit against the social giant, and whether Reels on the blue app has potential. Tune in to the discussion with eMarketer principal analyst at Insider Intelligence Debra Aho Williamson. [“Behind the Numbers" is made possible by VTEX. Listen in.]() [chart-image]() [In Canada, less than 50% of households will subscribe to pay TV in 2022]() In 2022, 48.9% of households in Canada will have pay TV, marking a massive and continuing trend of cable cord-cutting in the country. [Read the full article.]() [chart-image]() ©2021 Insider Intelligence Inc. 11 Times Square, New York, NY 10036 eMarketer Week in Review is published by Insider Intelligence Inc. [Unsubscribe](/ODY3LVNMRy05MDEAAAF_VQZf3jOwf3Q9AFTRYBwL-nf4-26tI3Vhlnb3QM005KYEQfKpllGRN7BlO4vRYzmEBVUcvOs=) | [Change email address](/ODY3LVNMRy05MDEAAAF_VQZf3jOwf3Q9AFTRYBwL-nf4-26tI3Vhlnb3QM005KYEQfKpllGRN7BlO4vRYzmEBVUcvOs=) | [Advertise](=/ODY3LVNMRy05MDEAAAF_VQZf3jOwf3Q9AFTRYBwL-nf4-26tI3Vhlnb3QM005KYEQfKpllGRN7BlO4vRYzmEBVUcvOs=) [Select "Research Submissions"](=/ODY3LVNMRy05MDEAAAF_VQZf3jOwf3Q9AFTRYBwL-nf4-26tI3Vhlnb3QM005KYEQfKpllGRN7BlO4vRYzmEBVUcvOs=) for potential inclusion in the eMarketer Daily. 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