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Up to half of their user base faces lockout as Asia-Pacific governments impose child safety laws that may set a global precedent for platform governance

Our forecast for time spent with media has held relatively steady throughout 2024, but several important milestones are on the horizon.

TikTok debuts AI Alive, an image-to-video generation tool: The feature is part of TikTok’s push to maintain dominance in a competitive short-form market.

With AI bios and comment pinning features, Reddit is courting SMBs and zeroing in on its role in the purchase journey.

The new Account Status dashboard helps explain post visibility, giving Threads an edge over X by offering clarity amid Meta’s evolving content policies.

2024 was a year of legitimacy for the creator economy. 2025 will be a year of professionalization, as creator content scales beyond social media and marketers focus on proving the ROI of their growing influencer marketing investments.

AR/VR continues to evolve as a tool for marketers and retailers to develop deeper consumer engagement. Long-term growth will be helped by AI integrations and demographic shifts. And while gaming is still the top use case, smart glasses are on the rise.

Meta under fire on multiple fronts: Teen-targeting claims, a high-stakes FTC trial, and Chinese advertiser pullback could reshape the company’s ad model.

YouTube’s 2.50 billion monthly active users worldwide outnumber those on all other digital platforms, according to our 2024 forecasts and Spotify data.

Reddit’s global growth is now core to its business: Community-driven expansion and ad revenues abroad are transforming the platform’s trajectory.

Reddit expands its IAS partnership: New tools tackle fraud, improve viewability, and strengthen brand confidence on the UGC-heavy platform.

Sponsored AI Lenses let users drop into branded scenes via selfies, offering a fast, cost-cutting alternative to AR with higher engagement potential.

Sports discussions see growth on Threads: The shift indicates that the platform could be closer to outpacing X than initially thought.

AI detection and watermarking could improve the user experience but deter brands and creators from experimenting with the technology.

WhatsApp’s importance to Meta goes well beyond social messaging: A forced divestiture could disrupt customer service, commerce, and loyalty worldwide.

Pitching itself as a collaborator, Substack empowers major outlets like The New Republic and smaller creators to expand their reach.

Undisclosed bots targeting polarizing issues expose a glaring vulnerability—threatening Reddit’s brand as a forum for real voices just as its ad ambitions expand.

TikTok receives another 75-day extension: As Trump signs a second executive order to keep the app alive, its future remains murky.

Meta, TikTok, and X in hot legal water: The platforms are facing suits in the US and EU that could have implications for how advertisers invest.

A new domain and improved desktop tools are part of Meta’s strategy to win over disillusioned X users and prove Threads’ value to advertisers.

Snapchat reimagines its Partner Program for SMBs: The changes will see the program split into two tiers, with features to help SMBs advertise.

Zuckerberg wants Trump to slow the EU’s advertising crackdown: Meta is pressuring the administration to fight back against EU fines.