Youtube Viewability

Understanding ad viewability across regions and industries Whether you’re trying to reach a global audience or a local one, YouTube ad viewability continues to lead the industry.

Globally, across web and apps, videos shown on YouTube have a viewability rate of 95% — that’s significantly higher than the 68% viewability rate for video ads shown on any other site or platform. For display ads, only half of all impressions have a chance to be seen.

While these global figures reflect a larger, worldwide trend, viewability rates do vary by region. Viewability rates don’t just vary across regions, they vary across industries too. While average publisher viewability for video ads is 66.1% we found there are a few key content categories that surpass this benchmark.

Industries known for holding users’ attention with engaging content, like Games, Internet and Telecom, and Music and Audio, have the highest viewability.

A few of these industries also show high viewability for display ads too, which suggests a higher interest in ads from these content categories across the board.

Country – UK

YOUTUBE ADS

94%

WEB & APP VIDEO ADS

67%

DISPLAY ADS

50%

Resource *ThinkwithGoogle

Tom Davis

Director