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