YouTube’s living room TV viewership now brings in one-third of its ad revenue

YouTube has reached a new milestone in its ad revenue, with a 9% year-over-year rise to $11.2 billion in Q3 2026. The platform has also seen a record-high number of Premium and Music subscribers, with 150 million people now subscribed. This growth is largely attributed to the increase in living room TV viewership, which now accounts for one-third of YouTube's ad revenue.

This shift towards living room TV viewership is significant for social commerce, as it indicates a change in consumer behavior and preferences. As more people watch YouTube on their TVs, advertisers are likely to take notice and adjust their strategies to reach this audience. This could lead to new opportunities for social commerce, such as shoppable videos and live streaming, to become more prominent on the platform.