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Continue to invest in social video advertising. The slowing growth in social video time is not a signal to cut back expenditures; more than 4 in 10 video ad dollars will go to social video this year. But now is not the time to overindex on these ads versus ads in feeds, Stories, and other social media placements. Balance social video ad investments with image ads. 

Gen Z leads in digital usage by most proportional measures. However, social network use cuts across categories, influencing video viewing and digital buying.

Video time will continue to drop as social video makes a big impact. As mentioned earlier, our time spent with digital video figures don鈥檛 include social video. Our total video numbers comprise the vast majority of long-form content; total video's decline hints at a viewership that鈥檚 become somewhat weary of the available options.

Younger Gen Zers grew up on social video, but older Gen Zers are still drawn to text-based and conversational social platforms, in addition to platforms offering social video. Key Takeaway: Don鈥檛 think of Gen Z as a monolithic audience. Teens are more concentrated in a few favorite destinations, making it easier to catch their attention. Young adults use multiple platforms and are harder to pin down.

On today鈥檚 podcast episode, we discuss how virality is being redefined, how the word 鈥淐reator鈥� is being reimagined, and how the social content consumers are looking for is changing. Join Senior Director of Podcasts and host Marcus Johnson, Analyst Emmy Liederman, Senior Analyst Minda Smiley, and Co-Founder and CEO of Kale Isha Patel. Listen everywhere and watch on YouTube and Spotify.

Substack vies for video content: While video use on the platform is growing, Substack has a long way to go鈥攁nd risks alienating its core base.

Discord expands ad offerings: The company is launching Video Quests for mobile in June 2025, incentivizing ad engagement with in-game rewards as it broadens its advertiser appeal beyond gaming.

Short-form social media videos produce the highest ROI, according to a March 2024 LinkedIn survey. Experts said shorter videos are important for initial engagement. B2B marketers also need to create short-form video content for algorithmic visibility on platforms such as YouTube, TikTok, Instagram, and LinkedIn.

The 14th annual Global Media Intelligence Report details time spent with media, adoption of emerging formats, and device ownership in key markets around the world.

Streaming TV keeps growing, but so does the challenge of reaching viewers. With audiences constantly switching between platforms, old TV advertising methods fall short. A more precise, audience-first approach鈥攂orrowed from search and social marketing鈥攊s helping advertisers keep up.

Advertisers are stepping back from TikTok: CPMs fell significantly YoY, but advertisers should focus on diversification, not total abandonment, for the best results.

How time spent with media, device ownership, and media adoption stacks up in the United States.

How time spent with media, device ownership, and media adoption stacks up in Western Europe.

How time spent with media, device ownership, and media adoption stacks up in South and Southeast Asia.

Media habits in Canada have changed, favoring digital across all formats. The GMI report for Canada is a single source for quantifying the pace of change in time spent with media, media adoption, and device ownership.

This report focuses on how time spent with media, device ownership, and media adoption stack up in Middle East and Africa.

How time spent with media, device ownership, and media adoption stack up in Central and Eastern Europe.

How time spent with media, device ownership, and media adoption stacks up in Latin America.

How time spent with media, device ownership, and media adoption stack up in China.

Younger Gen Zers grew up on social video, but older Gen Zers are still drawn to text-based and conversational social platforms, in addition to platforms offering social video. Key Takeaway: Don鈥檛 think of Gen Z as a monolithic audience. Teens are more concentrated in a few favorite destinations, making it easier to catch their attention. Young adults use multiple platforms and are harder to pin down.

ByteDance鈥檚 public appeal: While Oracle emerges as the frontrunner for a US TikTok deal, the platform鈥檚 new PR push highlights small business success stories.

As Gen Zers鈥� spending power grows, marketers need to mirror their media habits with video-forward strategies for both paid and organic advertising, according to our 鈥淯S Social Video Usage 2022鈥� report.

Social video is also a significant driver of programmatic video ad spend. Driven by platforms like TikTok, social video will grow 12.5% to make up 41.5% of all video ad spend this year, per our forecast. Use this chart:. Emphasize the importance of programmatic video for advertisers. Adjust programmatic video and non-video ad budgets. More like this:.