蘑菇AV

Mayhew leverages his experience as an agency creative director to make viral social videos about the world of marketing on LinkedIn and TikTok, and will be launching a longer-format YouTube show next month filmed in different office spaces around New York.

That鈥檚 a win for Meta, YouTube, Alphabet and others, which could otherwise see revenues fall if ecommerce giants cut digital ad spending. We expect ecommerce sales to grow between 5.1% and 7.9% in 2025 under moderate and limited tariff scenarios鈥攍ike this one鈥攃ompared with 1.9% under heavy tariffs.

But, alongside YouTube and Instagram Live, it has also become a home for journalists who have left major networks. McKenzie now calls politics its 鈥渟tronghold.鈥�. Substack鈥檚 additions include former White House correspondent Jim Acosta, former CNN anchor Don Lemon, and political commentator Joy Reid.

Maintaining active profiles on alternative platforms like Instagram Reels and YouTube Shorts could offset the damage caused by an eventual ban. Shorter-term campaigns with more immediate returns rather than long-term brand building on TikTok may be the best route until its future in the US is clear.

When we published our first US CTV ad spending forecast in 2019, just three services鈥�YouTube, Roku, and Hulu鈥攁ccounted for more than 6 in 10 gross CTV ad dollars. By 2026, those services will account for about 4 in 10 gross US CTV ad dollars. YouTube, Roku, and Hulu continue to grow their ad revenues, but at a slower rate compared with the rest of the market.

YouTube is likely an integral part of Gen Z鈥檚 digital viewing diet. The Ofcom study indicated that 26% of 13- to 24-year-olds head to YouTube first for their video fix, behind only Netflix. Meanwhile, Gen Z overindexes compared with other generations in terms of watching influencer videos, with YouTube as the predominant platform, per Ampere Analysis as cited by The Media Leader.

It now overshadows US rivals YouTube, Instagram, and Snap in that arena鈥攁 testament to TikTok鈥檚 dominance as the leading platform for social video and commerce. TikTok鈥檚 return to US app stores drove a 91% decline in downloads for RedNote, the rival Chinese social app that became the most downloaded free app on US app stores last month.

With its comprehensive repository of music videos and video podcasts, YouTube was second only to terrestrial radio in share of consumers鈥� time with audio, according to Q3 2024 data from Edison, and was the most-used service among weekly podcast listeners in Q2 2024, also per Edison. Like social platforms, YouTube was all in on automation sooner than most digital audio platforms.

A plurality (23%) of digital audio listeners over 55 selected YouTube Music as the audio platform they use the most, per January data from Edison Research. Apple Podcasts hold a 49.1% share of US podcast downloads, while Spotify holds 15.6%, according to December 2024 data from Triton Digital.

YouTube TV, NFL Sunday Ticket, and YouTube Music Premium are driving subscription growth as the platform diversifies into live sports and music streaming. YouTube is also making a bold play for the living room screen.

Netflix viewership grows thanks to hit show 鈥楤ridgerton鈥�: While Netflix is seeing gains, it still falls behind NBCU, YouTube, and Disney.

Other platforms that could benefit from weaker demand for TikTok include YouTube Shorts and Snapchat. The benefits for those who stay: While diversifying ad spend may seem like a practical move for brands concerned about a possible ban, there are benefits for advertisers who stay the course. Advertisers stepping back from the platform means cheaper ads for brands that choose to stay.

Other ads target scrollers on Google Discover and YouTube Shorts, while connected TV (CTV) viewers can now see retail media ads thanks to new integrations with Google's Display & Video 360. 鈥淲e鈥檙e really leaning into what we know about customer behaviors,鈥� said McGahee.

Netflix is courting more subscribers and competing with YouTube by embracing the creator economy. Netflix has already partnered with Ms. Rachel, a children鈥檚 education YouTube creator with 14.6 million subscribers, whose content is now available on the streaming service.

Bringing back "Responsibility Island:" H&R Block鈥檚 biggest surprise hit from 2024 was 鈥淩esponsibility Island,鈥� a reality-style content series on YouTube designed to make 鈥渁dulting鈥� more entertaining, even when it comes to filing taxes. Due to the series鈥� success, H&R Block brought the cast back for a reunion episode.

But bright spots remain, including more marketers turning to YouTube and brand deals expanding beyond social to TV and podcasts. Use this chart: Marketers can use this chart to make the case for diversifying influencer strategies across platforms and to justify investing in tools that facilitate creator partnerships. Related 蘑菇AV reports:.

Viewers are watching, on average, over 1 billion hours of YouTube content on TVs daily, according to the statement. Consumers are also investing more in YouTube content. The platform reports a 40% increase in channel memberships in 2024. This was originally featured in the 蘑菇AV Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.

Boomers don鈥檛 overindex on any platform, but nearly half are on YouTube and Facebook. 蘑菇AV 52.3% of boomers use YouTube, making it the platform with the highest penetration among the generation. YouTube is popular across all generations because it鈥檚 free, easily accessible, and has a great variety of content.

YouTube will become more Netflix-esque. Content discovery is a major point for YouTube creators and viewers, particularly as some videos have become more episodic and TV-like. In 2025, the platform will continue its efforts to make its CTV app more 鈥減remium,鈥� following recent updates that allow creators to organize their videos into episodes and seasons, for example.

Most creators find their incomes to be unpredictable on Instagram (81%), TikTok (75%), and YouTube (70%), according to August 2024 data from Patreon. Creators will generate more than $1 billion in revenue from podcasts next year, 蘑菇AV forecasts.

YouTube. 鈥淢eta and YouTube will be the biggest financial beneficiaries of a TikTok ban,鈥� Enberg said. But the wealth will extend beyond those giants to places like Pinterest and Snapchat, or even off social media to connected TV (CTV) and retail media. YouTube may have an advantage over Instagram and Facebook due to its younger demographic and focus on entertainment.