2025年美国YouTube和联网电视调查（英）

US YouTube & Connected TV Media Agency Survey 2025A PIXABILITY REPORTINTRODUCTIONIn November 2024, Pixability surveyed 124 US-based media agency professionals that work directly on YouTube and/or Connected TV (CTV) campaigns for brand advertisers. This report details top-level results of the survey to show how YouTube and CTV advertising strategies evolved in 2024, and how agencies see them evolving further in 2025.Agency AffiliationRespondent RoleC-Level Executive4%9%Media/Account Planner27%Media/Account Planner + Buyer10%Media/Account Buyer2%Other 9%Media/Account Supervisor14%VP/EVP27%Media/Account Director69%31%Independent Agency"Big 6" AgencyQ. How would you best describe your agency?Q. Which of the following best describes your role at your agency?US YouTube & Connected TV Media Agency Survey 2025© 2025 Pixability, Inc. All rights reserved.2Media agency investment in YouTube YoYDecrease InvestmentMaintainInvestmentNot sure9%3%4%12%42%31%44%56%2023 vs. 20242024 vs. 2025Increase InvestmentQ. How has your YouTube strategy evolved in 2024, compared to 2023?Q. As you plan your YouTube strategy for 2025, how does it compare to this year?Most agencies are increasing or maintaining investment with very few decreasing YoYOver half of agencies (56%) say they saw an increased investment in YouTube from their clients in 2024. Going into 2025 we will continue to see many agencies increasing (44%), but many (42%) believe YouTube budgets may be flat after the big bump in 2024. Very few saw a decrease in 2024 (9%) with even fewer predicting a decrease for 2025 (3%).Agencies continue to invest heavily in YouTubeUS YouTube & Connected TV Media Agency Survey 2025© 2025 Pixability, Inc. All rights reserved.3CTV & YouTube saw increases, Meta somewhat flat, Linear continued to see decreasesThe shift in spend from Linear TV to CTV continues as 58% of agencies saw an increase in CTV spend and 56% saw an increase in YouTube spend in 2024 with only 13% seeing an increase in traditional TV advertising. In addition, some of the public pushback against Meta may be reflected in the somewhat flat spend on Facebook/Instagram.Investment in 2024 compared to 2023 Investing less than last year Investing about the same as last year Investing more than last year Not sure CTV3%25%58%14%YouTube9%31%56%4%Meta8%37%40%16%TikTok13%24%31%32%Linear TV32%35%13%20%Q. How is your marketing strategy evolving across the following platforms and categories?US YouTube & Connected TV Media Agency Survey 2025© 2025 Pixability, Inc. All rights reserved.4Agency teams are set up in many different ways, but many plan to move towards more unified teams across CTV, YouTube, & TVAgencies expect CTV, YouTube, and TV teams will increasingly mergeWhich of the following best describes how your agency’s teams are arranged currently, and which best describes how the teams will be arranged in the near future?5%18%38%40%5%21%45%29%CTV Teams Stand AloneCTV + LinearCTV + YouTubeCTV + YouTube + TV All TogetherTod