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Vendor reportTinuiti, 2026

75% of YouTube video ad campaign spend goes to TV screens, far more than to phones, computers or tablets in Q2 2026

Bidding & pacing

YouTube Spend Share by Device Type (Q2 2026): Video Campaigns Only

YouTube Spend Share by Device Type (Q2 2026): Video Campaigns Only
DeviceSpend share (%)
Computer6%
Phone12%
Tablet6%
TV Screens75%
Reader Note:
The more surprising half of the finding is that TV screens also took 60% of spend on Shorts, the vertical format built for phones. Spend on TV screens rose 45% across all campaigns targeting YouTube inventory. These are shares of spend rather than of impressions or of viewing. Outside YouTube, the same measure on traditional streaming runs lower, at 67%.
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.

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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.
  • The source never says how this number was measured.

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