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For consumers, the easiest way to envision the concept is through virtual reality (VR) gaming. Game developers have been early adopters of VR and augmented reality, and major game platforms have partnered with brands in the virtual worlds of Roblox, Fortnite, and Minecraft. We predict new mixed reality devices from Apple, Meta, and Sony will drive more VR interest among game developers.

Gaming behaviors in particular show which devices Gen Alpha feels most comfortable with. 鈥淭hey're already involved in these immersive experiences, and virtual worlds and using conversational AI tools like Amazon's Alexa,鈥� said Canaves. Don鈥檛 put all your eggs in the digital basket.

This category continues to tick up each year鈥攁 challenging scenario for marketers, given that many of these devices are suboptimal for advertising. Among activities, TV will remain on top, though time spent will drop under 3:00 per day. Digital media is dominant collectively, but no individual activity exceeds watching traditional linear TV.

Digital gaming and messaging will grow, but by less than 1 additional minute each. TV, meanwhile, did not lose as much time last year as we predicted, but it is still declining. Among platforms, YouTube, Netflix, Hulu, and TikTok lead the time spent rankings.

Our take: Regulating in-game purchases could lead to in-game advertisements or regionalization, where games sold in the EU have different features than the same games in other countries. This could cause less engagement, substantial profit losses, and layoffs for gaming companies.

US digital media consumption and consumer spending growth are at a standstill. 鈥淚t's just getting really competitive to reach today's consumers,鈥� our analyst Jeremy Goldman said on an episode of the 鈥淏ehind the Numbers: Daily鈥� podcast. Here鈥檚 what advertisers need to know about the latest trends in digital, including fierce competition for ad dollars to ecommerce having room to grow.

Unlike Chile, however, Colombia is last in the region in time spent on four other pursuits: music streaming, broadcast TV, online TV/streaming, and gaming. Mexico. Mexico now stands alone as the country where internet users spend the most time streaming music worldwide.

Virtual product placement surges: Rembrand鈥檚 $23M funding fuels growth in AI-driven ad tools, regional targeting, and post-production flexibility.

US adults spend nearly 3 hours a day watching linear TV and nearly two hours watching connected TV, according to our forecast. Viewers are moving to CTV, and so are advertisers. Learn how to cash in on this seismic shift during our free webinar on July 12. Sign up here.

These figures blur and intermix, as many households pay to avoid ads on certain OTT services while consuming ads on others (and some AVOD services, like FAST, do not require a subscription at all). Click here to view our full forecast for US subscription OTT video viewers. Ads or no ads, viewership growth will be slow.

User loyalty: Despite the Switch 2鈥檚 delays and the Switch鈥檚 declining sales, gamers remain fond of the console. Thirty-two percent of Gen Z gamers and 26% of millennial gamers play on a Nintendo Switch, per Collage Group. By comparison, only 13% of both Gen Z and millennial gamers use any other handheld console. A new era?

Yeah, I mean, I've been fascinated by Netflix's gaming effort for a while now, and something we've been writing about a lot in the marketing and advertising briefing is that gaming, it's major entertainment in the same way that TV and movies are. But the economics of game development are vastly different.

As Bing makes inroads into Google鈥檚 lead, it experiments with AI ads: Disney and Roku layoffs and pivots by Twitter and ByteDance dominated headlines this past week.

Cardholders will earn 1 point and tier credit for every $1 spent everywhere else, including deposits on BetMGM, the company鈥檚 online sports betting and gaming platform. Cardholders will also get a $200 resort credit upon account opening and on their card anniversary each year. They can also get a complimentary night stay (up to $250) annually if they spend $25,000 or more on the card. Will it work?

Marketers should seek opportunities in immersive product placement, shoppable 3D experiences, and a fresh XR ad model.

Sightline Payments will work with Visa to power its Play+ cards, which can help digitize the cash-heavy casino and gaming sector.

As connected car technologies go mainstream, opportunities for advertisers are expanding. But success depends on balancing innovation with consumer privacy concerns and security challenges.

TikTok鈥檚 premium ad placements get Disney鈥檚 stamp of approval: The app will host a monthlong Disney content hub.

Microsoft is betting on AI advertising and gaming for its future growth. [inaudible 00:16:44] Senior Director of Briefings, Jeremy Goldman, "In Q2, the company grew revenue 8% to $56 billion. Net income up even more at 20%. Owned property, LinkedIn, saw revenues up 5%, Xbox content services up five." And search and news ad revenues excluding traffic acquisition costs, Jeremy notes were up eight.

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

Short Video, Gaming, and Music Streaming Stand Out in Media Usage. Similar to the total US population, younger LGBTQ+ consumers more frequently use digital platforms like TikTok, Instagram, and YouTube, according to Community Marketing & Insights (CMI) data. Time spent with cable TV and broadcast radio skews older. Where they overindex in media usage is in music and gaming.

Zooming out: Overall, in-app spending grew 13% YoY to $150 billion globally, with non-gaming apps outpacing gaming apps鈥�25% versus 4%, respectively. Social media ($11.7 billion) and streaming ($11.9 billion) led all mobile app revenues. Each category was driven by contrasting profit models鈥攃reator tipping and commissions for social media, and subscriptions for streaming.

What does this mean for marketers and advertisers? For every market, regardless of economic development status, mobile advertising is a leading channel. In countries where nice-to-have devices are less prolific, doubling down on mobile-first advertising, including social media and influencer marketing, makes sense.