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The number of social network users in the US will tick up 1.7% YoY this year, while adult users will see almost 2% growth. But time spent on social networks among adult users will peak this year, meaning the battle for engagement is on.

Digital livestreaming has become a massive part of Chinese media usage, as 59.0% of China's population will watch livestreams at least once a month this year, per our October 2024 forecast. "in China, [livestreaming ecommerce has] succeeded tremendously because they made it entertaining," said Cramer-Flood. "People will sit there and they will watch a commercial for hours.".

That reflects the ongoing polarization in our media consumption habits. Creators generally aren鈥檛 expected to fact-check news or political information. Only 36.9% of creators worldwide fact-checked source information before sharing content with their audiences, per September 2024 data from the United Nations Educational, Scientific and Cultural Organization (UNESCO).

US banking digital ad spending growth will rebound dramatically in 2024, but tougher times lie ahead. Understanding the nuances of consumer behavior will be essential to boosting ad impressions.

Television has long been the optimal media channel for informing consumers about a prescription drug or a healthcare product or service. That remains true today, even though consumers鈥� media consumption habits are progressively shifting toward digital channels. Here are five charts that will help healthcare and pharmaceutical brands reach more patients through advertisements.

In 2024, a third of total media ad spend will go to retail media channels in 2024, and it鈥檚 set to approach 40% by 2028. Click here to view our full forecast for ecommerce channel ad spending in China. Alibaba and JD.com reap the benefits of the retail media windfall.

Affiliate marketers must take generational differences in media consumption seriously. With creators and platforms freshly focused on affiliate marketing, advertisers and publishers must make sure that their partnership and distribution strategies are future-proof. Creators are the face of affiliate鈥檚 future.

Why this matters: 鈥淩oblox has the opportunity to set the stage and create the next media channel,鈥� says Latham, noting that brands are seeking new ways to connect with younger audiences as traditional digital advertising loses effectiveness.

High audio listenership and time spent this year means limited growth. Subscription revenues will be healthy, as most listeners pay to limit ads. And Spotify will lead in nearly every metric, though several platforms are doing well.

Our forecast methodology for US digital ad spending by industry is based on an analysis of thousands of metrics from dozens sources鈥攊ncluding macro-level economic conditions; historical trends of each medium in relation to other media; reported revenues of major ad publishers; estimates from other research firms; consumer media consumption trends; consumer device usage trends; and hundreds of cumulative

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Latin America鈥檚 commerce media ecosystem is rapidly evolving. Financial, travel, and other nonretail players are now looking to monetize their own first-party data鈥攆ollowing the path retailers have already paved.

But fintechs are leading the way, using superior bill-pay offerings as differentiators.

Digital audio consumption continues to grow in the US. Younger audiences are leading the way, adopting platforms like Spotify and audio content like podcasts.

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 news: Spotify鈥檚 Partner Program has opened new monetization paths for video podcasters, enabling MP4 uploads and revenue through ads and subscriptions. Creators like Ryth report earning over $55,000 per month, surpassing YouTube earnings. However, the model doesn鈥檛 support dynamic ads for premium subscribers, prompting networks to hold back. Why it matters: Nearly half of all digital media time is spent on video, and Spotify is betting big on that trend鈥攅specially among Gen Z, who increasingly prefer video-first podcast formats. Our take: Spotify鈥檚 approach may alienate ad-heavy networks for now, but video鈥檚 growth and creator enthusiasm suggest its long-term strategy is sound.