Study: 59% of Millennials only watch YouTube ads until they can skip

“YouTube has recently shown itself to be a strong player when it comes to engagement, with Google, YouTube’s parent company, publishing a report in December.”


Dive Brief:

  • Research by LaunchLeap and reported by eMarketer found that 59% of millennials only watch YouTube video ads until they are allowed to skip the ad, while 29% watch the ads to completion.
  • YouTube remains a popular video platform with millennials, coming in as the third most popular social media platform for daily use, according to separate research by UBS Evidence Lab cited by eMarketer.
  • YouTube’s net U.S. video ad revenue for 2017 will reach $2.59 billion and will account for 20% of total U.S. video ad revenue, the largest share of any one company, per eMarketer.

Dive Insight:

Strong viewability for video advertisements is a metric that’s dogged brands for years and is likely to become even more pressing in 2017 as video continues to take over as the go-to content medium on social. YouTube achieving ad completion with 29% of millennials is pretty solid considering other platforms like Snapchat reportedly receive less than 3 seconds spent on average in video ads.

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