→ Video share of Google Demand Gen spending plateaus around 65%. 2026, which was roughly on par with the previous quarter. While video share of Demand Gen spending has plateaued in recent months, it shot up sharply over the first half of 2025. In April 2025, Google removed the ability to create new Video Action Campaigns, while in July 2025, it began transitioning Video Action Campaigns to the Demand Gen model automatically. ource: anonymized Tinuiti advertiser data, 2026 of the Demand Gen model, which itself absorbed Google Discovery campaigns beginning in late 2023. Demand Gen adoption rates jumped in Q4 2024 ahead of the Video Action Campaign transition, peaked again in Q4 2025, and hit a new all-time high to close out Q1 2026.
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