Username
Password
Forgot your password?
Subscribe today to gain access to every Research Intelligencer article we publish as well as the exclusive daily newsletter, full access to The MediaPost Cases, first-look research and daily insights from Joe Mandese, Editor in Chief.
If you’re already a paid subscriber, please sign-in.
Forgot?
Log in if you are already a member
Forgot?
YouTube on TV screens will see even more advertising messaging in 2026, according to a new study.
The number of U.S. agencies planning to use YouTube on TV screens will grow to 62% from 60%, according to a study from Pixability, a data platform focused on YouTube advertisers.
This result is from a November 2025 report of 171 U.S. media executives, where 69% say advertising on YouTube for TV “will be used in more CTV campaigns than ever before.” Another 27% are “neutral” with regard to investment in YouTube on TV screens versus the previous year.
The survey also noted an overall 51% increase in YouTube advertising investment in 2025 across all its businesses versus 2024, according to agency executives.
Next year, YouTube advertising investment is expected to rise 43%. Just 4% expect a decline in YouTube investment.
advertisement
advertisement
Brand suitability and safety remain an issue with content for YouTube — where user-generated video and other video runs.
“Agencies feel like without leveraging a third-party pre-bid suitability solution, the average campaign can be 30% unsuitable,” authors of the report said.
The report adds that when advertisers want to target adults’ brand suitability, 79% look to avoid “made for kids” content, and 73% want to avoid “off-target language.”
Another 64% believe an advertiser should avoid political content, and 36% put the kibosh on news content.
Investment in linear TV continues to slow. Just 8% invested more in 2025 than the year before, and 37% invested less.
Growth continues to gain momentum for connected TV (CTV) and YouTube — 52% and 51%, respectively) in overall investment. Thirty-seven percent say each of their CTV and YouTube investments will be the same.
TikTok and Facebook (Meta) expected gains are 27% and 35%, respectively. Those numbers are comparable to respondents saying investment will be at the same levels — at 36% and 44%, respectively.
Wayne Friedman is West Coast Editor of MediaPost. You can reach Wayne at wayne@mediapost.com.
advertisement
