Q1 2023 Social & OTT Data Optimizations

As of Wednesday, June 7, 2023 we have updated the Q1-2023 Spend & Impression totals for Facebook, Instagram, Snapchat, TikTok, Twitter, YouTube, and OTT. See below for the before and after differences.

Facebook, Instagram, Snapchat, TikTok, and YouTube outperformed relative to expectations in Q1, while Twitter and OTT underperformed.

Facebook and Instagram

Region	Device	Quarter	Previous Spend (Millions)	Updated Spend (Millions)	% Diff
US	Facebook	01/01/2023	$ 6,489	$ 6,667	3%
UK	Facebook	01/01/2023	$ 1,228	$ 1,589	29%
DE	Facebook	01/01/2023	$ 587	$ 749	30%
CA	Facebook	01/01/2023	$ 574	$ 597	4%
FR	Facebook	01/01/2023	$ 386	$ 499	29%
BR	Facebook	01/01/2023	$ 419	$ 450	8%
AU	Facebook	01/01/2023	$ 324	$ 404	25%
IT	Facebook	01/01/2023	$ 280	$ 365	30%
MX	Facebook	01/01/2023	$ 282	$ 354	26%
ES	Facebook	01/01/2023	$ 168	$ 220	31%
NZ	Facebook	01/01/2023	$ 37	$ 47	26%
US	Instagram	01/01/2023	$ 4,287	$ 4,444	4%
UK	Instagram	01/01/2023	$ 741	$ 954	29%
DE	Instagram	01/01/2023	$ 391	$ 499	28%
CA	Instagram	01/01/2023	$ 385	$ 398	4%
FR	Instagram	01/01/2023	$ 233	$ 300	29%
AU	Instagram	01/01/2023	$ 217	$ 269	24%
IT	Instagram	01/01/2023	$ 169	$ 219	30%
ES	Instagram	01/01/2023	$ 112	$ 146	31%

Snapchat

Region	Device	Quarter	Previous Spend (Millions)	Updated Spend (Millions)	% Diff
US	Snapchat	01/01/2023	$ 690	$ 576	-17%
CA	Snapchat	01/01/2023	$ 16	$ 18	10%
AU	Snapchat	01/01/2023	$ 12	$ 13	10%
UK	Snapchat	01/01/2023	$ 57	$ 62	8%
DE	Snapchat	01/01/2023	$ 23	$ 25	8%
FR	Snapchat	01/01/2023	$ 14	$ 15	8%
IT	Snapchat	01/01/2023	$ 10	$ 11	8%
ES	Snapchat	01/01/2023	$ 5	$ 6	9%

TikTok

Region	Device	Quarter	Previous Spend (Millions)	Updated Spend (Millions)	% Diff
US	TikTok	01/01/2023	$ 1,479	$ 1,806	22%
CA	TikTok	01/01/2023	$ 50	$ 61	23%
AU	TikTok	01/01/2023	$ 36	$ 44	23%
UK	TikTok	01/01/2023	$ 174	$ 213	23%
DE	TikTok	01/01/2023	$ 69	$ 85	23%
FR	TikTok	01/01/2023	$ 43	$ 53	23%
IT	TikTok	01/01/2023	$ 29	$ 36	23%
ES	TikTok	01/01/2023	$ 17	$ 20	22%

Twitter and YouTube

Region	Device	Quarter	Previous Spend (Millions)	Updated Spend (Millions)	% Diff
US	TwitterMobileApp	01/01/2023	$ 286	$ 222	-22%
US	YouTube	01/01/2023	$ 2,660	$ 3,256	22%
UK	YouTube	01/01/2023	$ 481	$ 593	23%
DE	YouTube	01/01/2023	$ 185	$ 219	18%
CA	YouTube	01/01/2023	$ 169	$ 212	25%
AU	YouTube	01/01/2023	$ 119	$ 140	18%
NZ	YouTube	01/01/2023	$ 21	$ 24	14%

OTT

Region	Device	Quarter	Previous Spend (Millions)	Updated Spend (Millions)	% Diff
US	OTT Streaming Services (General)	01/01/2023	$ 1,586	$ 1,504	-5%
US	Hulu (OTT)	01/01/2023	$ 850	$ 830	-2%
US	Pluto TV (OTT)	01/01/2023	$ 238	$ 208	-13%
US	Peacock (OTT)	01/01/2023	$ 210	$ 210	0%
US	Tubi (OTT)	01/01/2023	$ 166	$ 174	5%
US	Netflix (OTT)	01/01/2023	$ 142	$ 139	-2%
US	Paramount+ (OTT)	01/01/2023	$ 95	$ 68	-29%

This is part of our quarterly process to align social spend with publicly reported earnings from Meta, Snapchat, TikTok, Twitter, and YouTube as outlined below: 

On the first Wednesday of the third month of each quarter (March, June, September, December) we will update the Spend and Impression totals in each market for Facebook, Instagram, TikTok, SnapChat, Twitter, YouTube, and OTT to account for differences between our projected figures for the quarter, and the actuals announced in quarterly earnings.