YouTube will bring in about $5.60 billion in gross ad revenues this year, according to eMarketer’s first-ever analysis of how much advertisers spend on the platform.
eMarketer analyzed hundreds of datapoints and studies about YouTube revenues, ad impressions, rates, usage and other factors collected from research firms, investment banks, company reports and interviews with industry executives to develop its figures.
YouTube doesn’t get to keep all its gross revenues, of course. But after paying back advertising partners and video content creators, eMarketer still expects the company to net $1.96 billion in ad revenues worldwide this year, up 65.5% over 2012. That translates to a 1.7% share of all global digital ad revenues—higher than the market shares of Twitter, AOL, Amazon.com, Pandora, LinkedIn, Millennial Media and other large players.
In the US, YouTube will net $1.08 billion this year in ad revenues, equivalent to 6.3% of all of Google’s net US ad revenues for the year, and a year-over-year increase of 51.7%.
Unsurprisingly, the bulk of YouTube’s ad revenues come from video formats. This year, $850 million in YouTube’s US ad revenues will come from video ads—helping the company to a dramatic 20.5% share of the overall $4.15 billion US video ad market.
Video ad revenues are expected to increase significantly in coming years for YouTube’s US operations, particularly as mobile video viewership grows. eMarketer estimates the company’s revenues from video ad formats will hit $1.22 billion next year, claiming a 21.1% share of all US video ad revenues.