YouTube spends more on content than VoD-first players such as Netflix and Amazon, according to a report from Ampere Analysis.
At nearly $20bn, YouTube is the third biggest investor in content after Disney and Comcast. Not including sports programming, the platform ranks second after Disney.
YouTube’s main source of revenue is advertising, not subscription fees, and the platform is rarely compared to TV or traditional streamers.
YouTube’s content spend consists of its distinct revenue-sharing arrangement with content creators. YouTube’s advertising revenue alone, forecasted at $35 billion in 2024, exceeds Disney+ and Amazon Prime Video’s total earnings and falls just shy of Netflix’s total revenue.
YouTube is the number one platform for online video viewing globally and its advertising revenue is driven by its large user base. In Q1 2024, 83% of all respondents in the Ampere Media – Consumer survey were monthly active users of the platform, ahead of monthly active video viewers for Netflix at 57% and Instagram at 43%.
Jaanika Juntson, Senior Analyst at Ampere Analysis, said: “Despite limited re-licensing opportunities on other platforms, YouTube continues to invest significantly in content through revenue sharing with content creators, and has secured the second highest spot for non-sports content spend globally. YouTube’s unique business model sets the platform apart in the media market yet it plays a key role in the entertainment sector.”
You are not signed in
Only registered users can comment on this article.
Trump calls for tax incentive to boost US film and TV shoots
President Trump has called for a federal tax incentive for film and TV productions in a bid to shore up film and TV production in the US.
Vodafone launches TV entertainment hub
Vodafone is to launch Vodafone TV, an entertainment hub offering streaming services, live television, gaming, and music in one place.
 (1) (1).jpg)
TG4 joins EIT Culture & Creativity as cooperation partner
Irish-language public-service broadcaster TG4 has joined EIT Culture & Creativity as a Cooperation Partner, bringing broadcaster expertise and real-world industry perspectives to Europe’s largest innovation network for the cultural and creative industries.
.jpg)
Sky secures planning approval for Livingston Campus
Sky has secured planning permission for its new Livingston Campus in Scotland.
.jpg)
Ready for action: IBC2026 puts sport at the winning end of media innovation
IBC2026 will put sport firmly at the centre of the global media and entertainment technology conversation with the strongest sports showing in the event’s history, bringing together the world’s leading sports organisations, broadcasters, rightsholders, and technology providers at the RAI Amsterdam from 11–14 September 2026.
