Google’s rebound in advertising revenue indicates that marketers ramped up their digital media spending after canceling or delaying campaigns in the prior quarter. That pullback led the company to report an 8% decline in total ad revenue, the first drop in the search giant’s 26-year history, though YouTube managed to eke out a 5.8% gain. The video-sharing site is a key source of revenue growth for the company, given its popularity among young adults and teens who tend to consume more online videos than older generations do. While the pandemic has kept many people at home, Generation Z and millennials have ramped up their mobile video usage in recent months, a study from this summer indicated.
