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Twitch expands sponsorship opportunities: While the change might attract creators, whether brands will buy in is debatable.

Gen Zers are on a path to take the lead on most platforms, while millennials remain a stable digital population and other generations pick up new habits.

Just because users would move to other social video apps doesn鈥檛 mean ad dollars would, too. Our principal analyst Jasmine Enberg said retail media could be a beneficiary if the ban takes place. But that鈥檚 still a big 鈥渋f.鈥�. More like this:. US state-government websites use TikTok trackers, review finds. TikTok CEO appeals to US users ahead of House testimony.

YouTube鈥檚 emphasis on Shorts suggests the platform is keenly aware that it is vulnerable to social video competitors, our analysts noted. Google and YouTube parent Alphabet hasn鈥檛 released substantial data on how Shorts is performing, said Mitchell-Wolf. 鈥淚 would love to have a more substantive conversation about it every quarter,鈥� she said.

More Chart of the Day:. 8/31 - Our Amazon power rankings. 8/30 - TikTok's time takeover. 8/29 - Instagram remains king. 8/28 - Digital commerce鈥檚 pay day. 8/25 - Social video slows.

Retail has come off its lengthy run of outperforming overall US ad spending growth. While growth will dip below the average for all industries in 2024, the pace is set to pick up again in 2025 and 2026.

Social media videos and livestreams are the preferred forms of digital video for nearly half (47%) of US Gen Zers, according to Deloitte鈥檚 2024 鈥淒igital Media Trends鈥� report. Gen Zers鈥� Netflix use is catching up to TikTok use. This year, 67.9% of US Gen Zers will use Netflix, and 71.2% will use TikTok, according to our forecast.

Influencer marketers across the board should be embracing social video. Use this chart:. Evaluate influencer marketing strategy. Compare Instagram Reels and TikTok investments. More like this:. 4 ways brands can encourage consumers to buy via social media. TikTok tests new ways to embed commerce into the in-app experience. There is a (soft) ceiling to social buying.

More Chart of the Day:. 8/30 - TikTok's time takeover. 8/29 - Instagram remains king. 8/28 - Digital commerce鈥檚 pay day. 8/25 - Social video slows. 8/24 - The rise and fall of ecommerce growth.

Additionally, while YouTube pre-roll and mid-roll advertising is a frequent buy for traditional video advertisers, Shorts aren鈥檛 a must-buy for social video advertisers. 鈥淪econd-screening鈥� is a threat to Netflix. Viewers frequently watch TikTok on their phones while Netflix plays in the background.

B2B digital ad spending is expected to rebound in 2024. Trends in B2B buying behavior, programmatic advertising, and AI use are contributing to the shift in spending toward display, mobile, social media, and video.

More Chart of the Day:. 8/29 - Instagram remains king. 8/28 - Digital commerce鈥檚 pay day. 8/25 - Social video slows. 8/24 - The rise and fall of ecommerce growth. 8/23 - Programmatic OOH watch.

Video formats will dominate US programmatic ad spending as CTV and social video blossom. Advertisers are prioritizing video formats when the budget cuts come calling, and the advertising downturn has accelerated the share shift toward video. CTV is propelling growth in programmatic ad spending.

The US鈥� second-biggest ad market rallied in 2023 thanks to ad buyers in China and investments in automation paying off.

More Chart of the Day:. 8/26 - Digital commerce鈥檚 pay day. 8/25 - Social video slows. 8/24 - The rise and fall of ecommerce growth. 8/23 - Programmatic OOH watch. 8/22 - Gen Z鈥檚 social motivators. Methodology: Data is from the August 2023 Mavrck "Creator Compensation Report." 689 US content creators ages 18+ were surveyed during June 2023.

Plus, the platforms must contend with the reality that consumers still love short videos, many short-form creators will have a learning curve in a pivot to longer-form content, and viewers are already starting to max out on social video time. Get the other top analyst trends in our Top Trends to Watch in 2024 report (Insider Intelligence subscription required).

Although no individual SVOD platform can compete with a giant like YouTube (or with social video like TikTok or Instagram Reels), internet users worldwide are clearly more than willing to pay for medium- and long-form digital video content. In 2024, there will be nearly as many people watching paid OTT as free YouTube.

Keyword blocklists restricted advertisers from 56% of Oscars content: The issue emphasizes the need for a more thoughtful approach to brand safety.

Social video ad budgets will weather the downturn in ad spending better than nonvideo formats, according to our forecast. One reason: consumers, who will spend 56.3% of time spent on social networks this year watching video. Video now accounts for over half of social network ad revenues, according to our forecast. We expect this to grow 21.2% this year to reach $36.14 billion.