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Its ad business is also bigger than those of Snapchat, X (formerly Twitter), and Pinterest combined, demonstrating its position as a must-buy for advertisers. The US is a highly lucrative market for TikTok, accounting for about half of its worldwide ad revenues in 2024.

So when Trump was president from 2017 to 2021, he made no sweeping crypto ban or any monumental regulation, but he generally had a skeptical tone on Twitter at the time, and any enforcement was really done at an agency level.

On today’s podcast episode, our analyst Bill Fisher asks Principal Forecasting Writer Ethan Cramer-Flood, Senior Forecasting Analyst Zach Goldner, and Senior Forecasting Director Oscar Orozco about the most interesting eMarketer international forecasts of the past year, as well as what we can expect for 2025.

And I think the reason I singled this out as a trend is Netflix has been late to this game, frankly, but if you look at what Amazon did where at first it was very experimental, they actually took over the NFL deal from Twitter and it was not exclusive. So they've shifted from that to really just going full on, particularly with the NFL, but now also with the NBA and a lot of other sports.

Why it’s worth watching: Millions of social media users have fled X (formerly Twitter) because of its lack of moderation and the proliferation of misinformation and adult content. Threads, developed by Instagram, seemed well positioned to grab X’s fleeing users, surpassing 175 million monthly active users in July.

The news: Bluesky announced Thursday that it gained half a million users in one day after X (formerly Twitter) announced a change in its blocking policy. The revised policy allows blocked users to continue to view the blockers’ posts, allowing trolls and stalkers to harass them, critics say. However, blocked users can’t interact with those posts.

Among TikTok users, it ranks second only to Twitter for news. "TikTok's growth over the last four years has been pretty tremendous," Chadha said. "News publishers have to start creating content on TikTok because Facebook has revamped their algorithm to de-emphasize news.". However, this shift poses monetization challenges, as social news consumption rarely drives traffic back to publishers' sites.

Hispanic users will make up the second-largest share on X (formerly Twitter) this year, at 27.3%. While users may be departing the struggling platform overall, we forecast the number of Hispanic and Black users will increase slightly from last year.

Bluesky, the microblogging alternative to X, has found impressive growth and public interest following the US elections, adding 1 million new users in a single day. However, its murky monetization plans have left its value for marketers unclear.

Influencer marketing is becoming a need-to-have for payment brands’ marketing teams. While not without risks, it’s key to building awareness and creating relationships with young consumers.

So I think you'll definitely see some more podcasting and you'll kind of see what I call micro-blogging, which is what Twitter used to call it back in the day. You're just going to see chunks of blog all over the place. Minda Smiley (29:56):. All right, well N'Yai and Rod, thank you again for this great conversation. We really appreciate it. Marcus Johnson (30:02):.

News consumption isn’t limited to Facebook and X (formerly Twitter). The share of US adults who regularly get news on TikTok nearly doubled between 2020 and 2023 to reach parity with Facebook, per November 2023 data from Pew.