YouTube has consolidated its position as the world's leading video-sharing platform, surpassing traditional media giants in US television viewing and challenging Facebook, Instagram and TikTok for global audience dominance. New statistics from Nielsen, DataReportal and YouTube reveal the extraordinary scale of the platform and its growing influence over digital advertising, media distribution and brand marketing.

YouTube in 2026: The Numbers Behind Its Global Dominance

YouTube has evolved from a video-sharing website into one of the largest media distribution ecosystems in history. With billions of monthly viewers, hundreds of billions of daily Shorts views and an expanding presence on connected televisions, the platform is redefining the relationship between traditional broadcasting, social media and digital communities.

According to YouTube's official statistics and industry research published throughout 2025 and 2026, the platform now operates at a scale that rivals entire television industries.

Table 1. YouTube's Key Audience and Performance Statistics

Sources: YouTube official statistics, YouTube press releases, and Nielsen. Figures refer to different reporting periods, and subscription counts should not be confused with unique users.

The numbers underline YouTube's unusual position in the digital economy. Unlike subscription-based streaming services, the platform combines free access, advertising, premium subscriptions, independent content creators and professional media organisations within a single ecosystem.

YouTube does not regularly publish an exact global monthly active-user total comparable with every competing social network. Nevertheless, its official audience disclosures confirm reach into the billions, while independent research consistently places it among the world's most widely used digital platforms.

YouTube Surpasses Disney, Netflix and Traditional TV Distributors

Perhaps the most significant evidence of YouTube's transformation comes from Nielsen's television audience measurements.

According to the company's Media Distributor Gauge report, published on October 22, 2026, YouTube captured a record 15.8% of total US television viewing time in August 2026.

This result placed the platform ahead of Disney, Netflix, NBCUniversal and other major entertainment groups.

Table 2. Largest Media Distributors by US Television Viewing Share — August 2026

Source: Nielsen Media Distributor Gauge, August 2026. The figures represent viewing time on US television sets. Disney and other distributors include multiple television and streaming properties.

The difference is substantial. YouTube's 15.8% share was approximately 70% higher than Disney's 9.3%.

Even more importantly, Nielsen reported that YouTube viewing increased 6% month over month, while the platform recorded a 9% increase in viewing among adults aged 50 and older.

This suggests that YouTube is expanding beyond its historical association with younger digital audiences and establishing itself as a mainstream television destination.

However, YouTube has not surpassed all traditional television viewing combined. Broadcast and cable television together still accounted for 36.4% of US television consumption during the same period.

Streaming Approaches Half of All US Television Viewing

YouTube's growth is part of a larger transformation in television consumption.

Nielsen's August 2026 figures show that streaming services represented almost half of all television viewing in the United States.

Table 3. US Television Viewing by Distribution Category

Source: Nielsen, August 2026. YouTube is included within streaming, not counted as an additional category.

The numbers demonstrate the growing importance of internet-based distribution and connected television devices.

Traditional broadcasters increasingly compete not only with professional streaming services but also with independent YouTube creators, podcasts, educational channels, news publishers and live-streaming productions.

For advertisers, the shift creates opportunities to reach television audiences through digital platforms offering more granular campaign targeting, interactive advertising formats and measurable engagement.

YouTube Versus Facebook, Instagram and TikTok: Which Platform Is Bigger?

While YouTube leads video sharing and US television distributor rankings, the wider social media landscape presents a more complex picture.

DataReportal's Digital 2026 Mid-Year Global Update, drawing on GWI research, ranked Facebook slightly ahead of YouTube in self-reported monthly platform usage among internet users aged 16 and older.

Table 4. World's Most-Used Social Platforms — 2026

Source: DataReportal Digital 2026 Mid-Year Global Update, based on GWI survey data. Figures represent self-reported monthly usage among internet users aged 16 and older, not total registered accounts.

The relatively small difference between Facebook, YouTube, Instagram and WhatsApp demonstrates how concentrated the global social media market has become.

However, alternative measurements place YouTube in the leading position.

DataReportal's analysis of Similarweb mobile app activity found YouTube ahead of competing social platforms in active app usage. WhatsApp's active audience reached approximately 87.4% of YouTube's level, while TikTok's audience was substantially smaller.

The distinction illustrates why social media rankings depend on the measurement methodology: surveyed usage, mobile activity, advertising reach and total registered accounts do not necessarily produce the same results.

YouTube Reaches 84% of American Adults

YouTube's reach is particularly notable in the United States.

Pew Research Center's 2026 research found that 84% of American adults use YouTube, making it the most widely used platform included in its social media survey.

Table 5. Social Media Platform Usage Among US Adults — 2026

Source: Pew Research Center, 2026. Measures the percentage of adults who report ever using each platform, rather than monthly active usage.

YouTube's cross-generational reach is another important advantage.

Pew found that 95% of Americans aged 18–29 use YouTube, compared with 91% of those aged 30–49, 85% of those aged 50–64 and 65% of adults aged 65 and older.

Such broad adoption makes the platform attractive to advertisers seeking to reach multiple demographic segments without relying exclusively on traditional television.

Video Podcasts, Shorts and News Expand YouTube's Media Influence

YouTube's dominance is not limited to entertainment and user-generated videos.

The company reports more than 1 billion monthly podcast viewers, confirming the platform's increasingly important role in long-form interviews, business discussions, journalism and educational content.

Its video podcast ecosystem also benefits from connected television consumption. In October 2025, viewers watched more than 700 million hours of podcast content on living-room devices, compared with approximately 400 million hours one year earlier.

Meanwhile, YouTube Shorts now generates more than 200 billion daily views, positioning short-form content as a major audience acquisition format.

The platform's role in news distribution is similarly significant. YouTube disclosed in October 2026 that global audiences watched more than 35 billion hours of news content during 2025, including over 12 billion hours on connected televisions.

Table 6. YouTube's Major Video Consumption Segments

Source: YouTube official announcements, 2025–2026. These metrics measure different types of activity and are not directly comparable or additive.

Taken together, these statistics reveal a platform capable of supporting several major media markets simultaneously.

From Television Audiences to Digital Communities

One of YouTube's most important competitive advantages is its ability to transform passive viewers into recurring communities.

Traditional television has historically relied on scheduled programming and audience ratings. YouTube adds channel subscriptions, viewer comments, live interactions, memberships, personalised recommendations and searchable video libraries.

These features allow businesses and publishers to maintain an ongoing relationship with their audiences rather than depending exclusively on individual broadcasts or advertising campaigns.

Table 7. Comparing Video and Community-Building Platforms

For brands, this distinction is important.

A television advertisement traditionally purchases exposure during a defined broadcast period. A YouTube channel can generate repeated exposure, discoverability and community engagement through an expanding library of content.

Videos can continue attracting viewers through search and recommendations long after publication, providing a potential long-term return on content production.

Nevertheless, subscriber growth alone does not guarantee meaningful engagement. Audience retention, returning viewers, watch time and conversion performance remain essential indicators of commercial value.

What YouTube's Dominance Means for Brands and Digital Commerce

For companies operating in e-commerce, cross-border retail, logistics and digital services, the implications extend beyond conventional video marketing.

YouTube's scale creates opportunities for businesses to combine product education, brand awareness, customer engagement and community development within a single channel.

Product demonstrations, educational content, expert interviews, customer testimonials and industry podcasts can reach international audiences without the geographical restrictions associated with traditional broadcast distribution.

The platform's availability in more than 100 countries and 80 languages also supports international content strategies.

For cross-border brands, localisation, subtitles and multilingual publishing can help adapt video campaigns to different markets while maintaining a centralised distribution infrastructure.

The business opportunity is not simply to accumulate video views. It is to develop an identifiable audience that repeatedly engages with a brand's content, understands its products and potentially converts into customers.

The challenge is that YouTube remains a competitive environment. Discoverability depends on content relevance, audience response and platform recommendations, while creators and businesses must continuously evaluate the return on production and advertising investments.

Conclusion: YouTube Is Redefining the Global Media Market

The latest statistics establish YouTube as one of the most influential media distribution platforms worldwide.

Its 15.8% share of US television viewing, more than 200 billion daily Shorts views, billion-plus monthly podcast audience and extensive global reach demonstrate how far the platform has moved beyond its original identity as a video-sharing service.

Although Facebook retains a narrow advantage in some worldwide social media usage surveys, YouTube leads in other measures and has established a commanding position in online video and connected television consumption.

For traditional broadcasters, the challenge is increasingly clear: competing for viewing time now means competing with a decentralised network of independent creators, businesses and digital-first publishers.

For brands and e-commerce companies, the same transformation represents a significant opportunity.

The future of video distribution is no longer defined solely by television networks or streaming subscriptions. It is increasingly shaped by platforms capable of combining global audiences, on-demand content and lasting digital communities.

YouTube currently stands at the centre of that transformation.

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If you're part of the global e‑commerce scene—or aiming to be—you need to know about Cross‑Border Magazine's official YouTube channel! With a fast-growing community of over 7,000 subscribers, this channel has become a trusted source of insights for entrepreneurs, marketers, and tech professionals navigating the world of cross‑border trade.

At the heart of the channel is the “e-commerce quickFIX” podcast—an official production of Cross‑Border Magazine. Each episode features an in-depth interview with a leader from the e-commerce, cross-border, or tech industry. These are the people shaping the future of global trade, and they're sharing their experiences, insights, and bold ideas directly with you.

From hot topics like AI in logistics, international payments, and localization strategies, to emerging trends in global fulfillment, marketing automation, and regulatory compliance, the podcast delivers fresh, actionable content with every episode. It’s not theory—it’s real-world innovation from the people driving change.

Cross‑Border Magazine’s channel is more than just content. It’s a community of forward-thinking professionals who believe in the power of going global—smarter and faster. Join the conversation. Discover the strategy. Grow your business.

Head over to the Cross‑Border Magazine YouTube channel and become part of this global movement in e‑commerce!

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Google is revolutionizing visual search by integrating Google Lens into YouTube Shorts, offering marketers and content creators innovative ways to enhance visibility and engagement.

Google Lens Integration with YouTube Shorts

As of late May 2025, Google Lens has been integrated into YouTube Shorts, allowing users to interact with video content in unprecedented ways. Viewers can pause a Short, tap the "Lens" icon, and select objects, text, or landmarks within the video to learn more about them. This feature supports real-time translation, object identification, and location insights, all displayed seamlessly above the video content. 

Key Features:

• Interactive Search: Users can highlight elements within a Short to initiate a search.
  
• Real-Time Translation: Translate text within videos instantly.
  
• Object & Landmark Identification: Recognize products, animals, plants, and landmarks.
  
• AI Overviews: Receive AI-generated summaries and information about selected items.
  

However, it's important to note that Shorts containing affiliate tags or paid promotions are excluded from Lens functionality. 

Implications for SEO and Content Strategy

The fusion of Google Lens with YouTube Shorts signifies a shift towards visual-first SEO strategies. Marketers should consider the following:

• Enhanced Visual Content: High-quality, clear visuals are more likely to be recognized and favored by Google Lens.
  
• Descriptive Alt Text: Accurate and descriptive alt text can improve the discoverability of visual content.
  
• Structured Data Markup: Implementing schema markup helps search engines understand and index visual content effectively.
  
• Mobile Optimization: Ensure content is optimized for mobile viewing, as Google Lens is primarily used on mobile devices.
  

By adapting to these strategies, businesses can increase their visibility in visual search results and stay ahead in the evolving SEO landscape.

The Rise of Visual Search

Visual search is becoming increasingly prevalent, with Google Lens handling over 20 billion visual searches monthly. The integration with YouTube Shorts amplifies this trend, providing users with more interactive and engaging search experiences.

Integrating Google Lens into YouTube Shorts marks a significant advancement in visual search capabilities. This presents new opportunities for marketers and content creators to enhance SEO strategies by focusing on high-quality visual content and mobile optimization. Embracing these changes will be crucial for staying competitive in the digital landscape.

The post Google Lens Meets YouTube Shorts: A New Era for Visual Search and SEO appeared first on Cross-Border Magazine.

YouTube is looking to strengthen its position in the market by extending its partnership agreement with Shopify, using the YouTube Shopping affiliate program. This initiative will give content creators access to new brands to tag in their videos, offering them more opportunities to generate revenue and connect with their followers through sponsored content.

In 2023, YouTube reached an impressive milestone: more than 30 billion hours of shopping-related videos were played. This figure reflects the platform's enormous potential to facilitate deeper, easier, and more satisfying connections between content creators and their fans.

YouTube partnered with Shopify in 2022, providing merchants and creators an innovative way to connect with consumers, expand their businesses, and share their stories. With this new expansion of its partnership, the platform is looking to continue leading the way in integrating shopping into the digital environment.

YouTube Shopping: What is it and how does it work? 

This partnership will allow eligible Shopify Plus and Advanced merchants in the U.S. to sign up for the YouTube Shopping affiliate program through the Google & YouTube app on Shopify, a free app that allows Shopify merchants to 

sync products from their online store with Google Merchant Center.

Creators who meet the conditions to be part of the program can proceed to activate it and:

Set a default commission rate: this rate applies to all products shared with Google Merchant Center and all YouTube Shopping affiliate program creators.

Set commission eligibility: this is where you can set your pending period and attribution period.

Add billing profile: A valid billing profile is required to participate in the YouTube Shopping affiliate program. We currently accept credit cards as a valid billing method and are working to add more options in the future. Learn more about billing settings.

Agree to terms and conditions in the onboarding flow.

Shopify merchants can now take advantage of thousands of creators showcasing their products on a large scale in their videos, thus reaching a larger number of consumers. In addition, sellers can easily manage the program and view analytics, content, and products directly from Google Merchant Center.

Content creators can use a new Chrome extension for U.S. creators in the YouTube Shopping affiliate program to save products while browsing a brand's site. 

They will soon have access to thousands of new brands to tag in their YouTube Shopping content, including brands like BK Beauty, Popflex, HexClad, and GoPure.

The expansion of the affiliate program comes at a key time. YouTube has stepped up its e-commerce efforts in recent years to diversify its revenue streams, especially in the face of a slowdown in digital advertising. This move could be paying off, as the company went from $7.665 billion in revenue in the second quarter of 2024 to $8.663 billion.

The post YouTube and Shopify join forces to sell using YouTube Shopping appeared first on Cross-Border Magazine.

Instacart has announced that it has expanded its partnership with Google Shopping Ads to YouTube to boost its Retail Media network to provide greater shopping reach for its advertisers. Specifically, as it reports, selected brand partners can inspire and convert consumers who view YouTube directly to shop for same-day delivery.

The YouTube ads—which can be purchased with Instacart technology—will help selected brands turn their ads into instant shopping experiences powered by Retail Media's technology and Instacart's fulfillment network. Clorox and Publicis Media have become the first Instacart partners to test the offering.

CPG advertisers can use Instacart's first-party data to find and reach high-intent consumers on YouTube and receive closed-loop measurements. Viewers who click on the ads will be directed to an Instacart product page to order the promoted items for same-day delivery.

"We are proud to continue to bring our world-class advertising capabilities to more platforms and unlock innovative new touchpoints to connect brands and consumers. By expanding into shoppable YouTube ad formats, we are merging the power of video creative with our valuable first-party data and a seamless shopping experience," stated Fidji Simo, CEO and president of Instacart, noting that "the ad marks an important step in making grocery shopping simple by helping consumers move more easily from discovery to purchase."

Google Shopping ads via Instacart 

Last January, Instacart and Google announced that Google Shopping ads would be accessible to Instacart's advertising partners using the company's Retail Media data, an expansion that allows consumer packaged goods (CPG) companies on Instacart, such as Danone's Oikos, Kraft, Lunchables, Oscar Mayer and Kraft Heinz's Philadelphia brands; and Publicis Media's CPG clients, activate Google Shopping ads, powered by Instacart's first-party data and closed-loop insights, to reach high-intent consumers searching on Google and get their products into consumers' hands in as little as an hour.

Instacart's retail media growth is based on its ability to help advertisers reach shoppers on other channels, particularly YouTube, which are important avenues for research and product discovery.

According to Nielsen's Gauge, YouTube dominates the total share of streaming and TV viewing time. A recent Google/TalkShoppe study found that YouTube is the top platform consumers use to research products and make purchasing decisions. According to eMarketer data, U.S. adults spend an average of 36 minutes a day on the platform, surpassing Netflix, Hulu and Facebook and making it highly attractive to advertisers.

The post Instacart expanded its partnership with Google Shopping Ads to include YouTube appeared first on Cross-Border Magazine.

Buy on Google for Search and Shopping will be discontinued after September 26th, announced Google. Still, Buy on Google for YouTube will remain available for eligible U.S. merchants.

According to Google, the idea is to rebuild from scratch the buying functionalities in order to provide a seamless shopping experience in all the Alphabet Inc properties, mainly Google and Youtube. 

A Google spokesperson told to the website Search Engine Land the following: 

“Our goal is to support an open ecosystem by connecting shoppers directly with merchants, and this is a big priority for us. We developed a new streamlined checkout process that allows shoppers to go directly from Google to the checkout flow on a merchant’s website when they’re ready to buy. We’ve received great feedback from merchants and users. Buy on Google was a small feature that a very limited number of merchants used, so we’re investing in this new buying experience instead.” 

Buy on Google at Youtube? Only if you use Shopify 

From September 26th onwards, the Buy on Google program will only be available to merchants using the Google & YouTube app on Shopify. 

This program allows you to enable in-app checkout for your channel store on YouTube so customers can purchase products directly through it. The payment is processed with Shopify Payments, and the order shows up within 30 minutes in the “Orders” section of your Shopify admin.

Before you use Buy on Google, you must set up the Google & YouTube app on Shopify and enable Shopify Payments in your “Payment” settings.

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YouTube will launch a new shopping feature within its ‘Shorts’ video format. In this way, the social network would be ahead of a very similar service that will also launch TikTok, the app that YouTube sought to counteract when it decided to launch Shorts. 

This means great future sales possibilities for e-commerce and a new access channel to online shopping for consumers.

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The feature is already being tested in some creator accounts in the United States, India, Brazil, Canada, and Australia. Although the company expects to expand product tagging in Shorts to more creators and countries in the short term. 

What is certain is that time is important in this competition that Youtube and TikTok are waging in the field of shopping associated with short videos. 

Video shopping wars? 

A few days ago multiple media outlets pointed towards the fact that TikTok could be thinking of setting up its own supply chain to act as an e-commerce/marketplace and expand the reach of TikTok Shopping, an e-commerce solution that allows sales and purchases to be made from the social network thanks to its partnership with Shopify. 

The shopping feature started in the UK, with the idea of boosting sales for the large community of small online sellers using Shopify in those countries.

Separately, YouTube is also experimenting with an affiliate program in the U.S. for content creators who sell on the platform. In this beta phase, referral links are being included in posts, an option that the company plans to progressively expand to more creators by 2023.

These changes come two months after YouTube announced the new YouTube Partner Program that will be in place in early 2023. 

Creators who meet two requirements - accumulating 1,000 subscribers on Shorts and 10 million views in 90 days - will be able to sign up and receive 45% of ad revenue from their videos on Shorts.

A profit boost for Youtube in times of need? 

These steps taken by the company come as no surprise, as despite Shorts reaching 1.5 billion monthly users, its quarterly ad revenue was down 1.9% year over year. This is due to the post-Covid economic slowdown, which has led many advertisers to cut their ad budgets. 

According to Alphabet's quarterly earnings report, in the third quarter of 2022 YouTube grossed $7.0 billion (about €6.82 billion) from its display ads, while in the same period of 2021 it achieved the sum of $7.2 billion (about €6.946 billion).

By virtue of increasing its advertising revenues, YouTube has been working to make its platform seen as a shopping destination by including product launches, ads with shopping links, and a live shopping feature. 

The latter did not garner the expected enthusiasm among Western users, so it is now focusing more on Eastern markets, including South Korea. 

In order to expand its shopping offerings, the company announced in July this year a strategic alliance with Shopify, so that the platform's users can integrate their stores and promote products through the social network.

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Online video platform giant, YouTube, and renowned e-commerce software, Shopify, announce the launch of YouTube Shopping. It is a platform that offers new live shopping options to allow users to access products directly from YouTube's website, without having to leave the site. 

Starting with this launch, YouTube Shopping users will be able to purchase products from merchants that are present on Shopify while watching a video or live stream. In addition, an interesting new feature that this platform introduces is the ability to checkout via YouTube as well. This new feature is now available worldwide and merchants will need to have a minimum of 1,000 subscribers to be able to use it. 

Do you want to know more about international commerce and e-commerce, and also get all the tips and news that might give your company an edge? Subscribe to Cross-Border Magazine and get your digital copy now for free!

Shopify's global growth 

Over the past few years, and especially during the pandemic, Shopify has gained many users worldwide. While live shopping is currently very popular in Asian countries, it is not yet widespread in Europe. According to a survey conducted in the Netherlands, only 13% of consumers participated in live shopping in 2021. However, this trend is expected to continue to grow. 

At the same time, Shopify has recently entered the influencer market. In 2022, the company acquired Dovetale, the well-known influencer marketing startup, launching its own influencer engagement tool. 

The retirement of Tik Tok

Despite its age, YouTube today has more than 2 billion monthly users. Its main competitor today is Tik Tok, which is estimated to be surpassing the classic platform in popularity. Tik Tok launched its own live shopping tool in Europe towards the end of last year. However, in July 2022, it decided to withdraw it in the West after disappointing results. 

Towards multi-channel commerce 

According to Shopify spokespersons, commerce today is characterized by multi-channel commerce. In this respect, YouTube represents one of the most influential channels worldwide. As such, it is hoped that the new integration between the two platforms, Shopify and YouTube, will be able to change the commerce opportunities for independent brands in an increasingly creator-driven economy. 

From this launch, merchants will be able to tag products in a live stream or display a list of products on the back of videos. In addition, they will be able to manage, via the "shopping" tag, which products are shown to users. There is also the possibility to add a "shop" tab to the merchant's YouTube channel. 

As far as the product information is concerned, the products are automatically synchronized with the Shopify catalog, so that the products disappear from YouTube when they are displayed in the Shopify catalog.

YouTube maintains that:

“We’re continuing to expand shopping across Live, Shorts and long-form video to help more creators connect with their viewers and fans in a fun, creative ways and we can’t wait to see how our creators bring shopping to life on YouTube”. 

All in all, this new integration might become a valuable way to further monetize the powerful video platform, for brands and businesses. 

The post YouTube and Shopify announce YouTube Shopping appeared first on Cross-Border Magazine.

According to

Influencer marketing is still an unclear subject. As a YouTuber himself, Van Teylingen is able to provide clarity and show successful and less successful cases. Reading into the subject is extremely important for marketers who want to start with influencer marketing. Doing good research in advance can determine if there is a match between the brand and the influencer.

There are many pitfalls between these two parties. Van Teylingen says: “If an influencer has something at its disposal, then it is data. Be critical as a brand, but also let go of the judgments about influencer marketing. Do not put everyone in one place. It is also important to analyse what the right platform is for you as a brand. There is no holy grail, it is and remains custom work.”

Controlling influencers

In five years, Van Teylingen believes that marketing will be under more control. Purchased followers, subscribers, views and likes will then be filtered (better than now) by software. He hopes that influencers will increasingly see themselves as a brand and that they will adopt that attitude. Indeed: professionalisation. In addition to this, Van Teylingen thinks that more and more brands will become influencers themselves. Ultimately, every company will also have to become a media company - but with the right partners.

The post Fake influencers will soon get caught appeared first on Cross-Border Magazine.

According to The Information, the company starts testing this with videos from global footwear giant Nike, among other things, and other brands that are connected to Google Express. Below the relevant videos, links are placed with recommendations that direct consumers to the product on Google’s marketplace.

Product information

In addition, reviews are included along the product information underneath the videos, and customers are informed about the return process. It is not yet known how far these new functionalities will be implemented, and whether all YouTube videos will soon be provided with product links. The Information based the news on a few anonymous sources. However, it is clear that the search giant wants to give its marketplace a boost, to compete against marketplace giant, such as Amazon, for example.

That last statement became clear last week as well, when Google announced that it wanted to significantly expand the Google Express portfolio with more retailers. In addition, the marketplace is undergoing a rebrand.

Shoppable ads

This is Google’s next step into making its content shoppable. In March, the company announced it will start testing 'Shoppable ads' in Google Images. This allows consumers to purchase an item directly from the image. As this is still being carried out on a trial basis, not everyone is able to use this function yet. In addition, the new shoppable ads are only applied to a small part of the images for now.

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