# YouTube misses ad revenue target as growth slows

> Alphabet's YouTube pulled in $11.2 billion in third-quarter ad revenue, falling short of analyst expectations and showing a sharp slowdown in growth.
- Title: YouTube misses ad revenue target as growth slows | Shortify
- Summary: Alphabet's YouTube pulled in $11.2 billion in third-quarter ad revenue, falling short of analyst expectations and showing a sharp slowdown in growth. YouTube…
- Keywords: youtube, alphabet, ad revenue, earnings, third quarter 2026, business, technology, misses, revenue, target, growth, slows
- Source: Business Insider — https://businessinsider.com/youtube-misses-ad-revenue-third-quarter-2026-10
- Author: Dan Whateley
- Published: 2026-10-28T20:49:06.631+00:00
- Read time: 1 min
- Topics: youtube, alphabet, ad revenue, earnings, third quarter 2026, business, technology
## YouTube misses ad revenue target
Alphabet reported eleven point two billion dollars in third-quarter YouTube ad revenue, below the eleven point four three billion dollars analyst consensus estimate.
## Growth slows sharply quarter on quarter
YouTube's ad revenue grew nine percent year-on-year, down from thirteen percent growth in the previous quarter when it pulled in about eleven point one billion dollars.
## Subscriptions outpace advertising growth
YouTube now has over one hundred fifty million Music and Premium subscribers, up from one hundred twenty five million in March twenty twenty-five, growing faster than ads.
## Rivals struggle as YouTube dominates TV
YouTube's US television viewership share was about twice Netflix's in August. Netflix cut its full-year ad revenue forecast from three billion dollars to two point seven billion dollars this week.
## Key takeaway

YouTube missed third-quarter ad revenue expectations with eleven point two billion dollars, down from thirteen percent growth the previous quarter to nine percent, as Alphabet's shares fell over ten percent.