Many of the cuts reflect a difficult period for US retailers as opposed to problems across YouTube.
Among the highest spenders on the video platform were Samsung, Toyota, Geico, Disney and Walmart, reflecting YouTube’s continued attraction for large brands.
However, the platform has been plagued with brands safety issues more recently, resulting in some brands pulling their spending.
Retail continues to be a top category in terms of ad expenditure on YouTube. However, just 13% of the top 200 retailers upped their spend in the first half of 2019 compared to the same period in the previous year.
The reduction in budget increases could also be driven by newer ad platforms such as Instagram and Amazon which are rapidly gaining in popularity as they flesh out their options for retailers and eCommerce brands.
At the same time, media and entertainment brands spent 3% more on YouTube ads during the measurement period.
The rise also marks the first time that over half of YouTube’s revenues will be coming from entertainment brands with top channels cited as TheEllenShow, Linus Tech Tips, PewDiePie and WatchMojo.