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Vendor reportTinuiti, 2026

YouTube ad impressions jumped 19% in Q2 2026 year-over-year, though growth was stronger in previous quarters

Channel validation

YouTube Ads Y/Y Growth: Impressions growth for Tinuiti-managed US advertisers, by quarter (%)

YouTube Ads Y/Y Growth: Impressions growth for Tinuiti-managed US advertisers, by quarter (%)
QuarterImpressions growth (%)
Q4 202538%
Q1 202652%
Q2 202619%
Reader Note:
Impressions grew faster than spend, 19% against 15%, which is the same fact as the 3% fall in CPM reported alongside. Spend growth was 20% in Q1, so the slowdown is in spend rather than in delivery. The report names two reasons — a stronger year-ago quarter to compare against, and pressure from YouTube's subscription business — and measures neither. The sample is restricted to programmes that stayed active on a consistent strategy, so advertisers who cut back or changed approach are not in it.
Evidence:
Observed behaviour
Vendor interest:
High — This comes from a company with a commercial interest in this market, so it is not a neutral source.
Sample:
Anonymized performance data from Tinuiti-managed advertising programs representing over $4 billion in annual digital ad spend; sample restricted to programs that remained active and maintained a consistent strategy over the periods studied; mostly same-client growth.

Good for

Comparing yourself against a similar segment, and choosing what to test next.

Not for

  • Saying that one thing caused another, or predicting what you would get.
  • This comes from a company with a commercial interest in this market, so it is not a neutral source.
  • This was measured in one market. It may not hold where you are.
  • This is an aggregated or average number that covers very different cases. Real results in a particular segment may differ.
Channel validationTrend

20% of Gen Z and 17% of Millennials discover new brands through influencer endorsements, vs 12% of Gen X and 5% of Boomers

Vendor report

GWI, 2026

20% of Gen Z and 17% of Millennials discover new brands through influencer endorsements, vs 12% of Gen X and 5% of Boomers

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