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The runaway popularity of TikTok—and its competitors’ efforts to copy it—has helped make short-form video an integral component of social media usage. Now, creators, brands, advertisers, and publishers are all leaning into short-form video shopping content. Brands have been using different types of content on social media, particularly Facebook, to drive purchases for years.

Social network usage is now video-first. Roughly 60% of US adults’ daily social time will be spent on video in 2024. Some of that time has come from other social activities. But social video is also taking away from time spent with linear TV. Linear TV has lost roughly an hour of daily time since 2017. TV is still tops in terms of daily time spent among US adults by a wide margin.

Top-line time spent with media will grow very little in the US going forward, making it essential to identify which formats and platforms are winning the newly zero-sum competition for consumer attention.

Nine in 10 consumers worldwide use social media to keep up with trends and cultural moments, according to a January report from Sprout Social.

TikTok will see healthy user growth this year in the US, even as its future remains unclear. User time spent on the app is falling YoY, but it still leads other social networks. However, it’s facing more competition from Instagram and YouTube.

This year, we forecast social media company X, formerly Twitter, will see ad revenue growth for the first time in four years, but still only earn about half of what it did in 2021.

The news: YouTube Shorts now average 200 billion daily views, a 186% increase from 70 billion in 2024. The platform also sees 1 billion daily TV watch hours, leading Nielsen’s streaming rankings with 12.5% of total TV viewership, surpassing Netflix, Disney+, and Prime Video. Our take: As audiences increasingly favor quick, viral videos, marketers have the opportunity to explore partnering with rising creators and scaling campaigns across mobile and CTV to maximize reach and impact.

Gen Zers continue to overtake millennials in several prominent digital activities and platforms, including social commerce, podcasts, and Instagram.

Reddit’s user base and ad revenues are growing rapidly, as is its prominence in search engines like Google. Here’s how marketers are showing up on the platform in ways that resonate with users.

Tens of millions of Americans will use weight loss drugs in the coming years. Here’s what pharma, food and beverage, wellness, and fitness brands and marketers need to know about GLP-1 patients’ changing behaviors alongside their medication use.

The loss of TikTok in the US would cause a ripple effect across the media, marketing, and commerce landscape. Meta and YouTube stand to gain the most, but there is a long list of other winners—and losers.

However, much like general social media usage where trust is low but engagement persists, consumers are likely to interact with AI-driven content despite reservations. What does this mean for marketers? New advertising opportunities are emerging.

Reels may get its own app: Instagram is reportedly exploring a standalone platform as it vies to draw attention away from TikTok.

Gen Z leads in digital usage by most proportional measures. However, social network use cuts across categories, influencing video viewing and digital buying.

US consumers will spend 8.6 hours daily with digital media in 2025. How they divide that time across devices is evolving as video content drives strong growth in connected TV usage.

The only certain thing about TikTok’s sale is more uncertainty: Washington keeps kicking the can on a US sale, leaving TikTok to convince advertisers not to panic.

Snap’s attention metric shows the measurement maturing: The platform aims to capitalize on advertiser demand for new ad effectiveness signals.

Australia’s digital landscape is evolving fast, driven by shifting consumer behaviors, increasing ecommerce adoption, and changing media habits. Recent data reveals trends shaping digital spending, retail sales, and more.

Germany’s digital landscape is evolving fast, driven by shifting consumer behaviors, increasing ecommerce adoption, and changing media habits. Recent data reveals the trends shaping digital spending, retail sales, and more.

Italy’s digital landscape is evolving fast, driven by shifting consumer and media habits and increasing ecommerce adoption. Recent data reveals the trends shaping digital spending, retail sales, and more.