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To view the time spent with subscription OTT video forecast, click here. TikTok鈥檚 appeal is only growing. TikTok鈥檚 user base increased quickly through the pandemic, as stay-at-home orders made 鈥渟ocialtainment鈥� gain popularity.

Our latest forecasts for TV and CTV ad spending, as well as those for time spent with each medium, point to CTV鈥檚 inevitable eclipse of its linear counterpart.

With user penetration nearly complete and time spent starting to plateau or decline on many platforms, social networks have run out of easy paths to incremental budget among their advertisers.

To view the time spent with digital media forecast, click here, and to view the time spent with traditional media forecast, click here. Adults in Germany spend a lot of time with video鈥攂oth TV and digital video. Total video time鈥攖raditional TV plus digital video (excluding social video)鈥攊s on an even keel in Germany, contrary to what鈥檚 happening in France and the UK, where declines are underway.

Spotify rebrands ad platform, expands features: Ads Manager reflects a notable shift toward programmatic growth and expanding advertiser appeal.

Last week, YouTube Premium announced features including AI-powered 鈥渏ump ahead鈥� for videos, picture-in-picture mode for Shorts on Android, smart downloads for offline Shorts viewing, and a redesigned watch page, while also providing early access to experimental tools like conversational AI and enhanced 1080p HD video quality.

Print ads have historically dominated due to high video production costs. Now, the ease of creating videos and ad buying has democratized this ad format, giving brands new storytelling avenues to reach wider audiences. Go further: Read our FAQ on Free Ad-Supported Streaming TV.

As time spent on connected TV (CTV) grows faster than any other major media formats this year, B2B marketers are taking note. Learn how B2B marketers can incorporate CTV in their media mix.

Viewers still watch the vast majority of ads on TV screens via linear TV, even as its share of time spent dwindles. Linear TV will account for more than half (56.5%) of total time US viewers spend watching video on TV screens in 2024, according to our forecast. In 2020, linear held nearly three-fourths (72.2%) of this time spent.

Here's how people in South Korea spend their time and money online, represented in 10 charts.

Shorts recently unveiled several new features in a bid to improve creator tools and boost user engagement. We forecast TikTok ad revenues will grow 38.1% this year to $10.42 billion. While some of those are dollars that wouldn't have been spent on digital advertising otherwise, quite a few are undoubtedly coming from dipping into Instagram and YouTube budgets.

YouTube鈥檚 jack-of-all-trades identity could also be a limiting factor in its ad take.It has more overall users than Facebook, Netflix, or Spotify and a greater amount of total raw engagement (in terms of time spent). But its identity as a leading social media platform, premium video provider, or audio streamer isn鈥檛 always entirely obvious.

Reels' next frontier: Instagram's strategic play against TikTok's and YouTube's video offerings, maximizing advertising opportunities.

Cloud gaming expansion is in the works and could sustain user engagement amid content strikes.

Meta to end News Tab in US, Australia as it focuses on video content: The shift reflects changing digital media consumption patterns.

Reels revolution: Meta doubles down on short-form video to better compete with TikTok.

Although that鈥檚 only a quarter of the time spent with mobile phones (3:06), advertisers shouldn鈥檛 disregard that device, said Wurmser. Untapped channels: For advertisers looking to expand their reach into new devices, such as automotive consoles, the advertising ecosystem surrounding these channels is underdeveloped, said Wurmser.

The time spent gap between digital video and traditional TV will widen in the next few years, from 28 minutes in 2023 to more than an hour in 2025, according to our forecast. US adults will spend 3:23 per day watching digital video in 2023. YouTube will claim 34 of those daily minutes. Nearly 55% of time spent watching digital video is through connected TV (CTV).