YouTube’s CTV growth and pricing edge boost 2026 streaming outlook – eMarketer

The trend: YouTube dominated in many areas in 2025, including connected TV (CTV) engagement, ad spend, and streaming time. Let’s recap some of the company’s achievements—and where we expect it to grow in 2026. In February, CEO Neal Mohan announced that YouTube users watch content on TVs more than on any other device, including smartphones. By September, YouTube accounted for 12.6% of all time spent streaming in the US, up 18.9% YoY and greater than any other streamer, per Nielsen . In May, YouTube introduced a low-cost Premium Lite tier for $7.99 per month that will likely help it capture a greater share of viewership. At the end of Q3, Google reported $10.26 billion in revenues from YouTube ads during the quarter, up 15% YoY from $8.92 billion. Throughout the year, YouTube introduced a revamped TV app , multi-channel viewing, and improved playback tools for TV viewing. Why it matters: YouTube’s momentum in 2025 marks rising CTV relevance, competitive pricing, and strong ad monetization. Its interest in attracting viewers across formats and continued investment in the TV experience suggests YouTube is shifting from a mobile-first platform to a living room staple. We forecast US YouTube CTV viewers will surpass Facebook
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