財務數據
廣告同業
雲同業
*阿里雲於2023Q2改組，不單獨揭露阿里雲營收，因此營收乍看暴增，但實際上僅微幅成長
Highlight
環境
Philipp Schindler Google LLC – Senior VP & Chief Business Officer
我們持續看到長期廣告市場成長。我們持續幫助客戶創造獲利，並幫助他們在緊縮時期達成目標。在產品方面，Performance Max仍是亮點，在廣告活動上，你可以觸及30億用戶，數萬個廣告主測試發現，使用此功能可以提升約6%的轉化率。Now for some color on the quarter and where we see continued upside for long-term advertising growth. Over the last few calls, I have consistently highlighted how we're putting Google AI to work for our customers to deliver profitability and help them achieve their goals in a do-more-with-less environment.
From a product perspective, in Q4, Performance Max remained a bright spot. We're also excited about demand gen momentum. This is our big bet to help social advertisers find and convert consumers via immersive, relevant visual creatives across YouTube, including YouTube Shorts, Gmail and Discover. In a single campaign, you get access to over 3 billion users as they stream, scroll, connect and decide what to buy. Tens of thousands of advertisers are testing and on average seeing 6% more conversions per dollar versus image-only ads and discovery campaigns.
生意
Sundar Pichai Alphabet Inc. – CEO & Director
1. AI：去年我們推出了Gemini，產業領先的AI模型。他能理解並結合文字、圖片、聲音、影片與程式碼，從手機到資料中心都能運行。透過生成式AI，人們發現他非常適合回答複雜問題，例如比較或長篇文字。他也幫助人們尋求更深的理解，如教育或尋找點子。
2. 訂閱：訂閱如今已經是150億美元的生意，Youtube是訂閱營收的主要成長動力。目前人們能在100個國家或地區使用YT Music, Premium。Google One也成長得非常快，我們剛剛擁有一億個使用者。我們將帶進更多的AI功能，進一步促進使用者的增長。
3. 雲業務：2023年，我們發布了數以千計的產品，包括廣泛的生成式AI應用，如今我們的客戶包含許多領先品牌，如Hugging Face, McDonald's, Motorola Mobility 與 Verizon。GCP提供AI高速運算，透過我們的TPU與GPU的結合、AI軟體等科技，提供具備成本效益，具有成效的模型訓練與服務。
4. 專注與紀律的投資未來成長機會：搜尋、YT、雲業務都是由我們的運算基礎建設支持，這些基礎建設也是我們做出差異化的地方，它們幫助我們的AI野心。我們將持續負責任的投資在資料中心、運算以及AI上，以服務我們自己以及客戶。我們團隊將專注在關鍵優先領域，快速執行、移除中間管理層、簡化組織架構。並降低非優先性的計畫，幫助我們在成長業務領域投資與營運的更好。I'm going to talk about four main topics. One, our investments in AI, including how it's helping Search; two, subscriptions, which reached $15 billion in annual revenue, up 5x since 2019. Subscriptions is growing strongly powered by YouTube Premium and Music, YouTube TV and Google One. Three, Cloud, which crossed $9 billion in revenues this quarter and saw accelerated growth driven by our GenAI and product leadership; and four, our investments and focus to meet the growth opportunities ahead.
As you know, we have long led the way in using AI to improve many of our products from Search to Ads to most of our consumer and enterprise products, helping billions of people already. Last year brought new excitement around GenAI, and I'm proud of how we responded responsibly with deep advances in foundation models and a number of great launches.
We closed the year by launching the Gemini era, a new industry-leading series of models that will fuel the next generation of advances. Gemini is the first realization of the vision we had when we formed Google DeepMind, bringing together our 2 world-class research teams. It's engineered to understand and combine text, images, audio, video and code in a natively multimodal way, and it can run on everything from mobile devices to data centers.
By applying generative AI to Search, we are able to serve a wider range of information needs and answer new types of questions, including those that benefit from multiple perspectives. People are finding it particularly useful for more complex questions like comparisons or longer queries. It's also helpful in areas where people are looking for deeper understanding, such as education or even gift ideas.
That's a good segue to subscriptions. As I said earlier, it's now a $15 billion business annually. YouTube is the key driver of our subscription revenues. Available in over 100 countries and regions, YouTube Music and Premium have real momentum. They're engaging passionate users and driving great returns for the music industry and creators.
Let me also talk about our subscription service, Google One. It's doing incredibly well with strong user growth. It provides expanded storage, unlocks exclusive features in Google products and allows us to build a strong relationship with our most engaged users. Google One is growing very well, and we are just about to cross 100 million subscribers. From here, we are going to bring in more AI features and look forward to more strong growth to come.
Throughout 2023, we introduced thousands of product advances, including broad GenAI capabilities across our AI infrastructure, our Vertex AI platform and our new Duet AI agents. In Q4, our product and GenAI leadership enabled us to win and expand relationships with many leading brands, including Hugging Face, McDonald's, Motorola Mobility and Verizon.
Google Cloud offers our AI Hypercomputer, a groundbreaking supercomputing architecture that combines our powerful TPUs and GPUs, AI software and multi-slice and multi-host technology to provide performance and cost advantages for training and serving models. Customers like Anthropic, Character.AI, Essential AI and Mistral AI are building and serving models on it.
Search, YouTube and Cloud are supported by our state-of-the-art compute infrastructure. This infrastructure is also key to realizing our big AI ambitions. It's a major differentiator for us. We continue to invest responsibly in our data centers and compute to support this new wave of growth in AI-powered services for us and for our customers. Through this, we are being disciplined in how we run the company.
Teams are working to focus on key priorities and execute fast, removing layers and simplifying their organizational structures. As just one example, our devices team has brought together different teams from across Nest, Fitbit and other teams into a new functional structure. This will help us pull resources and drive progress across our Pixel portfolio. Across different teams, we have wound down some nonpriority projects, which will help us invest and operate well in our growth areas.
Philipp Schindler Google LLC – Senior VP & Chief Business Officer
在Youtube業務上，我們專注在四個支柱上：
1. 創作工具：幫助人們可以創作任何內容，從15秒短影音、15分鐘影片到15小時直播。
2. 觀眾：YouTube Short仍然是我們的優先事項，其已經有20億月活用戶觀看，平均每天觀看次數達700億次。
3. 貨幣化：透過廣告與訂閱制的結合，會是我們貨幣化的主要手段。而廣告是最大的收入來源。我們將持續在此領域加重投資。如在連網電視30秒廣告中，提供傳送到手機的選項等。在短影音廣告方面，我們開發了新的格式，不打斷觀眾的觀看體驗。短影音貨幣化進程仍在路上。
4. 責任：責任是我們在Youtube上做每件事的底線。我們將持續深化我們與關鍵夥伴的關係。To keep this momentum going, we're focused on delivering value across 4 pillars: creation, viewers, monetization and responsibility. First, creation, which increasingly takes place on mobile devices. We've invested in a full suite of tools, including our new YouTube Create app for Shorts, to help people make everything from 15-second Shorts to 15-minute videos to 15-hour live streams with a production studio in the palm of their hands.
Number two, viewers. We continue to grow watch time across YouTube with strong growth in Shorts and connected TV. Shorts remains a top priority. We have 2 billion-plus logged-in users every month, and we are averaging 70 billion in daily views. Connected TVs, or what we refer to as the living room, is where viewership is growing the fastest. We're investing to make this experience even better with interactive features tailored to TVs, plus the content people love: our creators, NFL Sunday Ticket and the range of live sports and studio content via YouTube TV and Primetime Channels. Put this all together and YouTube is the must-have app on every connected TV.
Monetization is pillar #3 and realized through a combination of ad-supported and subscription offerings. Advertising generates the bulk of our revenue, and we continue to invest heavily here. We've rolled out CTV-first formats like 30-second nonskippable ads and pause experiences as well as an industry-first send-to-phone experience that lets people use a second screen to engage with ads.
Responsibility is our fourth pillar, and it underlines everything we do across YouTube. We continue to focus relentlessly on this. As always, deepening our relationships with key partners to bring them the best of Google is a key priority for us, and we continue to do this across industries in Q4.
Sundar Pichai Alphabet Inc. – CEO & Director
在雲業務成長機會方面，第一是我認為AI解決方案是我們最大的支柱，他驅動用戶的興趣及早期使用。你可以看到有超過70%的生成式AI獨角獸使用Google Cloud。我認為我們的優勢將在2024年持續。第二是每個地區不一樣，成本優化在多數地區仍是主要議題。On cloud, let me take that. First of all, a combination of factors. I think definitely excitement around the AI solutions on top of our foundational pillar, be it data and analytics, infrastructure, security, et cetera. But AI is definitely something which is driving interest and early adoption. And as you saw that greater than 70% of GenAI unicorns are using Google Cloud. And so I think it's an area where our strengths will continue to play out as we go through '24, especially when I look at innovation ahead from us on the AI front. And second, I think there are regional variations, but the cost optimizations in many parts are something we have mostly worked through. And I think that was a contributing factor as well.
組織
Philipp Schindler Google LLC – Senior VP & Chief Business Officer
在廣告銷售團隊方面，我們重新調整組合。我們有兩個大型團隊，一個是LCS，專注在轉化大型、複雜的客戶；另一個是GCS，主要服務數以百萬計的中小企業。GCS是我們成長最快的渠道，我們將更專注投入資源在GCS上。On the sales force intensity side, we have done a few reallocations or let me call it portfolio adjustments. As you know, we have 2 large different teams. One is our LCS, large customer solutions team that's really focused on transformational growth for our largest and most sophisticated customers. And we have our -- we call them GCS, Global Customer Solutions team, which is the channel where really every customer starts from some of our largest customers now to also the millions of smaller ones and SMBs.
The GCS is really then scaling growth by dynamically delivering really the right treatment for every customer. And important to note, it's also our fastest-growing channel, and it delivered particularly strong growth in Q4. So we have done adjustments here to focus more resources on the GCS side.