GOOGL · 10-Q · 2026Q2 · Full report

YouTube Growth Drivers

Alphabet Inc. · 2026-07-23 · Importance 36 · Surprise 40

YouTube ads revenues increased $1.3 billion year over year in the second quarter and $2.2 billion in the first half of 2026. Growth was led by direct-response advertising products, followed by brand advertising products, both of which benefited from increased advertiser spending. YouTube subscription growth also contributed to higher Google subscriptions, platforms, and devices revenue through YouTube services including YouTube TV, YouTube Music, Premium, and NFL Sunday Ticket.