YouTube’s advertising revenue climbed to nearly $10 billion in the second quarter of 2025, as the Google-owned platform continues to dominate the streaming landscape and expand its footprint in the television advertising market.

According to the quarterly earnings report released by Alphabet, Google’s parent company, on Wednesday, YouTube earned $9.8 billion in ad revenue — marking a 13 per cent increase from $8.7 billion in the same period last year. The figure slightly outpaced Wall Street estimates, which had projected revenues of around $9.6bn for the quarter.

The steady growth reflects YouTube’s rising prominence as a go-to platform for viewers on connected TVs. In recent years, the platform has made deliberate efforts to tap into traditional television ad spending, as more audiences shift away from linear TV to on-demand, digital content.

A report by Nielsen showed that YouTube maintained its lead in the TV viewership category for the third consecutive month, holding 12.4pc of total audience time spent watching television. This trend is seen as a significant milestone, as streaming services increasingly compete for ad dollars once reserved for broadcast networks.

In response to YouTube’s gains, rival platforms such as HBO Max and Amazon Prime Video have intensified their advertising efforts, increasing the volume of ad placements across their services. Meanwhile, Netflix — traditionally subscription-driven — is now positioning itself as a serious competitor in the digital ad space.

During its earnings call last week, Netflix revealed plans to double its advertising revenue within the year, although it has not publicly disclosed specific figures. However, analysts at Madison & Wall estimate the company’s ad revenue to be in the range of $3bn.

Alphabet’s broader performance also remained strong in the second quarter, with the tech giant reporting total revenue of $96.4bn — also a 13pc year-on-year increase.

Industry observers see YouTube’s sustained growth as indicative of broader shifts in media consumption and the evolving dynamics of the global advertising market. With streaming platforms increasingly vying for a share of the television advertising pie, the battle for viewers — and brands — is only expected to intensify.