2022年7月28日

文件圖片:2015年10月21日，美國加利福尼亞州洛杉磯普拉亞德雷的YouTube LA空間的YouTube標誌。路透社/露西·尼克爾森(路透社)- Alphabet公司的財務業績令人寬慰，但也有一個讓社交媒體公司擔憂的跡象:其YouTube服務連續第二個季度陷入困境。這家全球最大的視頻分享服務公司的季度廣告銷售增速為Alphabet三年前開始披露該數據以來的最低水平。這表明，Snap公司上周災難性的收益報告反映出的問題並非Snap獨有，這也可能給Meta平台公司帶來麻煩，該公司的業績將於周三晚些時候公布。圖片:YouTube的廣告銷售正在放緩，https://graphics.reuters.com/ALPHABET-RESULTS/YOUTUBE-ADVERTISING/movanaraypa/chart.png來自TikTok的競爭，一年前的強勁表現和不穩定的經濟都在YouTube最新的困境中發揮了作用，今年早些時候，烏克蘭戰爭的影響以及蘋果公司出於隱私問題對移動設備的軟件更改加劇了這一困境。哪個因素的貢獻最大，以及減速會持續多久，都可能對Alphabet的股價產生重大影響，盡管投資者一直迷戀YouTube每年帶來數千億美元收入的潛力。YouTube的廣告收入在第二季度增長了4.8%，比大流行前幾個月的慘淡增長低了一個百分點。這表明，YouTube的廣告銷售比Alphabet最大業務穀歌搜索的廣告銷售更容易受到糟糕經濟狀況的影響。根據FactSet的數據，YouTube的廣告銷售額增至73億美元，低於75億美元的預期。Alphabet的核心業務是搜索廣告銷售，第二季度增長13.5%，至407億美元。 YouTube competes more closely for ad dollars with media and social media companies such as Snap, Comcast Corp, Twitter Inc and Meta's Facebook and Instagram. COMPETITION Google Chief Business Officer Philipp Schindler acknowledged on Tuesday that "pullbacks in spend by some advertisers" due to macroeconomic uncertainty are hurting YouTube. He also said last year's strong performance was difficult to beat, since advertisers that had pared spending due to the pandemic roared back with big budgets. "Alphabet's results appear to confirm our checks that search trends were relatively stable during [the second quarter], while YouTube is more exposed to wobbles in the ad spending cycle," analysts at Robert W. Baird & Co Inc wrote. Ad industry analysts pointed to yet another unfavorable situation for YouTube: Competition from TikTok, whose feed of short videos has stolen the attention of some users and advertisers away from YouTube and is also a threat to Meta. "TikTok is hurting YouTube by stealing top creators and cannibalizing consumer viewing times," Needham analyst Laura Martin wrote in a note, adding that the results show broader ad weakness and could also be bad for Meta. Schindler told analysts he remained encouraged by "the early stages of testing monetization with ads" on Shorts, YouTube's feature to combat TikTok. YouTube itself still sees opportunity drawing cash advertisers currently spend to market on TV, he said. MoffettNathanson analysts raised their estimate for YouTube sales growth in 2022 to 4.7% from a 1.5% decline as the second- quarter results were not as bad as they had feared. YouTube, whose sales have been broken out in Alphabet results since the end of 2018, typically generates more ad revenue in the second half of the year. (Reporting by Paresh Dave in Oakland, Calif. and Nivedita Balu in Bengaluru; Editing by Peter Henderson and Matthew Lewis) Article type: free