Advertisers are projected to spend about $5.6 billion on
YouTube's corporate parent,
EMarketer said it analyzed hundreds of data points, as well as studies about the site's revenues and ad impressions, to estimate YouTube's global ad revenues.
The researcher projects that YouTube's will clear $1.96 billion, once its splits ad proceeds with its video content creators. Based on these estimates, EMarketer reports YouTube would command a 1.7% share of global digital ad revenues -- higher than those of
In the U.S., YouTube stands to net $1.08 billion in ad revenues in 2013, up 51% from 2012.
Video ad revenues are expected to grow in the coming years for YouTube, with U.S. ad revenues projected to reach $1.22 billion next year -- soaking up 21% of all U.S. video ad revenues.
Much of those gains would come from spurring demand for YouTube's video content, as well as designing new ad formats, such as TrueView, that enable viewers to skip the ad after five seconds (the advertiser only pays when the consumer chooses to watch the ad).