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In 2023, social video will account for the majority of social network ad spending for the first time鈥攐ne year after social video became the biggest share of users鈥� time spent with social media. But growth will be slower than originally forecast, and social鈥檚 share of video ad spending overall will decline slightly this year.

41% of US advertisers expecting budget cuts due to tariffs plan to cut from social media, while 24% plan cuts to linear TV and gaming, per February 2025 from the Interactive Advertising Bureau (IAB).

On today鈥檚 podcast episode, we discuss the main reasons YouTube is the most watched platform on TVs, how 鈥淧lanet YouTube鈥檚鈥� gravitational pull is disrupting other media types, and what the biggest threat to its dominance is. Join Senior Director of Podcasts and host Marcus Johnson, Vice President and Principal Analyst Jasmine Enberg, and Principal Analyst Bill Fisher for the conversation. Listen everywhere and watch on YouTube and Spotify.

Gen Z is using TikTok to watch news, tutorials, and even movies, as noted in our Social Video 2024 report. Because longer videos are easier to monetize due to the ability to accommodate more ads, expect to see social platforms embracing this format. Use this chart:. Emphasize the importance of long-form social video. Demonstrate Gen Z social media habits. More like this:.

Despite TikTok鈥檚 prominence, Meta still brings in more social video advertising revenues across Instagram and Facebook. However, TikTok competes fiercely with Meta for Gen Z users, which means a ban would likely see those users filter over into Instagram and Facebook. Our take: Despite the existential threat to TikTok, the potential ban has had little impact on the platform.

Vimeo Streaming empowers creators with subscription tools: The platform helps monetize video content through branded apps, AI tools, and flexible pricing.

TikTok receives another 75-day extension: As Trump signs a second executive order to keep the app alive, its future remains murky.

Netflix, Patreon explore podcast potential: As competition in the podcast space heats up, brands are looking for unique value propositions to draw audiences.

Time spent with social video exploded in 2020 and 2021鈥攚hich, among other things, propped up time spent with mobile devices鈥攂ut growth has begun to cool off, and social video time is destined to settle at a level far short of where CTV and sub OTT time is heading.

Amazon and AppLovin make TikTok bids as sales deadline approaches: While a deal has yet to be inked, Trump and TikTok seem to be confident in the app鈥檚 future.

The news: TelevisaUnivision is introducing an advertising product that integrates social media videos directly into television content. This feature allows vertical videos from platforms like TikTok, Instagram Reels, and YouTube Shorts to be displayed alongside TV shows and live events.

Peru is Latin America鈥檚 fifth-largest retail ecommerce market by total sales volume. Although social unrest has stymied online sales growth over the past two years, the country has the potential to become a formidable multibillion-dollar ecommerce player in the region.