Quarterly Social & OTT Data Optimizations

Quarterly updates to Spend and Impression totals in each market to account for differences between our projected figures and actuals publicly announced

Q2 2023 Social & OTT Data Optimizations

As of Wednesday, September 6, 2023 we have updated the Q2-2023 Spend & Impression totals for Facebook, Instagram, Snapchat, TikTok, Twitter, LinkedIn, YouTube, and OTT. See below for the before and after differences.

Facebook, Instagram, LinkedIn, YouTube, and OTT outperformed relative to expectations in Q2, while Twitter, Snapchat and TikTok underperformed.

Facebook and Instagram

Region Device Quarter Previous Spend (Millions) Updated Spend (Millions) % Diff
US Facebook 04/01/2023 $ 7,145 $ 7,412 4%
UK Facebook 04/01/2023 $ 1,521 $ 1,843 21%
DE Facebook 04/01/2023 $ 713 $ 869 22%
CA Facebook 04/01/2023 $ 627 $ 664 6%
FR Facebook 04/01/2023 $ 477 $ 579 21%
BR Facebook 04/01/2023 $ 471 $ 501 6%
AU Facebook 04/01/2023 $ 367 $ 459 25%
IT Facebook 04/01/2023 $ 348 $ 424 32%
MX Facebook 04/01/2023 $ 320 $ 402 25%
ES Facebook 04/01/2023 $ 206 $ 255 23%
NZ Facebook 04/01/2023 $ 42 $ 53 27%
US Instagram 04/01/2023 $ 4,533 $ 4,944 9%
UK Instagram 04/01/2023 $ 886 $ 1,106 25%
DE Instagram 04/01/2023 $ 470 $ 579 23%
CA Instagram 04/01/2023 $ 405 $ 443 9%
FR Instagram 04/01/2023 $ 277 $ 347 25%
AU Instagram 04/01/2023 $ 237 $ 306 29%
IT Instagram 04/01/2023 $ 196 $ 254 30%
ES Instagram 04/01/2023 $ 128 $ 170 32%

Snapchat

Region Device Quarter Previous Spend (Millions) Updated Spend (Millions) % Diff
US Snapchat 04/01/2023 $ 647 $ 618 -4%
CA Snapchat 04/01/2023 $ 19 $ 26 31%
AU Snapchat 04/01/2023 $ 14 $ 17 19%
UK Snapchat 04/01/2023 $ 70 $ 73 5%
DE Snapchat 04/01/2023 $ 28 $ 22 -21%
FR Snapchat 04/01/2023 $ 18 $ 15 -17%
IT Snapchat 04/01/2023 $ 12 $ 9 -20%
ES Snapchat 04/01/2023 $ 6 $ 7 5%

TikTok

Region Device Quarter Previous Spend (Millions) Updated Spend (Millions) % Diff
US TikTok 04/01/2023 $ 1,693 $ 1,579 -7%
CA TikTok 04/01/2023 $ 57 $ 67 17%
AU TikTok 04/01/2023 $ 42 $ 44 7%
UK TikTok 04/01/2023 $ 199 $ 190 -5%
DE TikTok 04/01/2023 $ 80 $ 57 -28%
FR TikTok 04/01/2023 $ 49 $ 38 -23%
IT TikTok 04/01/2023 $ 34 $ 24 -28%
ES TikTok 04/01/2023 $ 19 $ 17 -9%

Twitter, YouTube and LinkedIn

Region Device Quarter Previous Spend (Millions) Updated Spend (Millions) % Diff
US Twitter 04/01/2023 $ 283 $ 242 -14%
US YouTube 04/01/2023 $ 3,100 $ 3,731 20%
UK YouTube 04/01/2023 $ 541 $ 680 26%
DE YouTube 04/01/2023 $ 214 $ 251 17%
CA YouTube 04/01/2023 $ 198 $ 243 23%
AU YouTube 04/01/2023 $ 136 $ 160 17%
NZ YouTube 04/01/2023 $ 24 $ 28 13%
US LinkedIn 04/01/2023 $ 595 $ 659 11%

OTT

Region Device Quarter Previous Spend (Millions) Updated Spend (Millions) % Diff
US OTT Streaming Services (General) 04/01/2023 $ 1,745 $ 1,654 -5%
US Hulu (OTT) 04/01/2023 $ 850 $ 996 17%
US Pluto TV (OTT) 04/01/2023 $ 238 $ 250 5%
US Peacock (OTT) 04/01/2023 $ 210 $ 252 20%
US Tubi (OTT) 04/01/2023 $ 166 $ 209 26%
US Netflix (OTT) 04/01/2023 $ 182 $ 186 2%
US Paramount+ (OTT) 04/01/2023 $ 95 $ 89 -7%

This is part of our quarterly process to align social spend with publicly reported earnings from Meta, Snapchat, TikTok, Twitter, LinkedIn 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, LinkedIn, YouTube, and OTT to account for differences between our projected figures for the quarter, and the actuals announced in quarterly earnings.

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