蘑菇AV

Key stat: We forecast that by 2028, AR users in the US will reach 116.0 million, and VR users will reach 91.3 million. Our take: Reality Labs could maintain its lead until cheaper variants of Orion come to market, but competing ecosystems might shift the balance as consumer interest in other offerings gains momentum.

Spotify's US listener growth is projected at 1.9% annually through 2028, with digital audio鈥檚 share of total media ad spend dropping from 4.5% in 2024 to 3.5% by 2028. Terrestrial radio, though declining, still outperforms digital audio in ad revenue per user, creating growth headwinds for Spotify.

We estimate that US affiliate marketing spending will top $10 billion for the first time this year and will exceed $15 billion in 2028. Click here to view our full forecast for US affiliate marketing spending. Some advertisers and publishers have gotten off to a rough start in 2024. Revenue growth for some has not recovered after a tough end to 2023.

In seven charts, this report tells the story of some of the most critical trends that digital leaders need to know about in 2024 and beyond.

This is the first installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

Today, the percentage of US Spotify users who are subscribers, rather than ad-supported listeners, continues to tick upward, however slowly: By 2028, 57.5% of Spotify鈥檚 US listeners will be subscribers, up just 1 percentage point from 2024鈥檚 figure. Read the full report, Audio Ad Spending 2024.

Ad spending on retail media will increase by more than $75 billion by 2028. To take advantage of this opportunity, retailers must understand advertisers' top priorities and be prepared to address their challenges.

Even without the uncertain outlook for US electric vehicles, proposed tariffs on imports and materials from China, Canada, and Mexico could cause auto prices to rise significantly, complicating an already challenging environment for auto sales. We expect US automotive total media ad spend to hit $31.77 billion this year, up from $29.48 billion in 2024.

US apparel ecommerce sales are set to reach $263.18 billion by 2028. To take advantage of this opportunity, brands and retailers need to understand online sales trends as well as shopper behaviors and preferences.鈥�