YouTube News

Schindler said living room TV accounts for a third of YouTube ad revenue

Alphabet’s chief business officer disclosed the share on the Q3 earnings call and tied ad growth to brand deals with creators.

YouTube’s living room television audience now accounts for one-third of the platform’s advertising revenue, Alphabet chief business officer Philipp Schindler told investors on Alphabet’s third-quarter earnings call.

YouTube booked $11.2 billion in ad revenue in the quarter, up 9% year over year. Schindler described expanded partnerships between Google and advertisers as the largest contributor to that growth and pointed to YouTube Shopping’s tie-in with Amazon as part of the platform’s commerce push.

Schindler cited Lexus campaigns with Colin and Samir as an example of the YouTube Creator Partnerships program, which he said connects brands with more than three million creators. Those campaigns drove an 11% lift in brand consideration for Lexus, he said.

Schindler also said Premium and Premium Lite subscriptions had helped push YouTube Premium and Music past 150 million subscribers, though Alphabet does not break out subscription revenue separately on the call. Sundar Pichai echoed the subscriber milestone and the living-room ad share before directing attention to Made on YouTube, where Alphabet said last month it unveiled more than 30 creator-facing products including custom topic feeds.

Alphabet reported company-wide revenue of $127.6 billion for the quarter and negative cash flow of $9.07 billion as capital spending on AI infrastructure continued to climb.