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EMARKETER

YouTube’s ad growth slows as video budgets spread across more platforms

Article by Marisa Jones  |  Jul 17, 2026
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YouTube’s ad growth slows as video budgets spread across more platforms
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Connected TVs
Digital Video
Digital Video Ad Spending
United States
Worldwide

The news: Despite leading competitors like Netflix in overall revenues, YouTube’s ad revenue growth is starting to slow, according to WARC Media and EMARKETER data.

  • While YouTube generated over $60 billion in total global revenues last year—well ahead of Netflix’s $45.2 billion—YouTube’s ad revenue growth decelerated from 14.7% in 2024 to 11.7% in 2025, per WARC. WARC estimates that figure will drop to 7.9% by 2027. Netflix’s ad revenues, meanwhile, more than doubled in that period.

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