YouTube The Global Platform Seeing Most Marketing Investment, Research Finds

Streaming TV has become a core pillar of modern advertising strategies, with marketers increasing investment in platforms where consumers spend more viewing time. YouTube leads the rise, with 70% of marketers increasing streaming investment over the past year, ahead of Netflix at 65%, Amazon Prime at 59%, and Samsung streaming environments at 48%. The shift is driven by changing consumer viewing habits and growing confidence in streaming platforms’ ability to deliver measurable performance, transparency, and brand safety. Industry progress has addressed prior concerns, including improvements in app transparency and a decline in fraud rates across connected TV advertising, strengthening advertiser confidence globally.

"Globally, streaming TV has become a core part of the modern media mix. Marketers are recognizing the value of platforms where consumers are spending more of their viewing time, particularly environments that can deliver both scale and measurable business outcomes."

"The report suggests the shift is being driven not only by changing consumer viewing habits, but by growing confidence in streaming platforms' ability to deliver measurable performance, transparency and brand safety. Randak said the industry had made significant progress over the past year in addressing some of the biggest concerns that had previously held back investment."

""The data in this report shows these efforts, alongside broader industry progress, are paying off," he said. "Streaming TV is no longer just a high-growth channel with high-growth problems. It's evolving into an accountable performance channel built on something that matters more than any single product: trust earned through collaboration.""

"According to the report, improvements in app transparency and a sharp decline in fraud rates across connected TV advertising have helped strengthen advertiser confidence globally. "The average global fraud rate for CTV video""

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