YouTube is dominating the lion’s share of the online video ad market as longer videos prove easier to monetize for platforms and advertisers. That’s currently working in YouTube’s favor, but shorter ads are becoming popular and may give TikTok an opening to steal some of that market share.
Advertisers are pouring a lot more money into YouTube this year as the market doubles down on video. In the first quarter of 2022, ad spend on YouTube skyrocketed 57% over the previous quarter, to $482 million, according to ad intelligence platform MediaRadar. There was an overall 30% increase in online video ad spending from Q4 2021, totaling $5.5