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Meanwhile, platforms like YouTube and Prime Video are experimenting with AI for recaps as well as dubbing (see chart). Survey says: Sixty-nine percent of Gen Z, Millennials, and Gen X prefer TV shows and movies written by humans over generative AI, highlighting persistent skepticism about AI's ability to craft compelling narratives that resonate with audiences.

YouTube Shorts and Instagram Reels are expected to be the primary beneficiaries of displaced TikTok ad budgets. Other platforms, such as Snapchat and even LinkedIn, are also positioning themselves to attract short-form video ad spending. What are the long-term implications if the ban is not made permanent?

YouTube was the next largest recipient and would receive about one-tenth of TikTok鈥檚 ad dollars. Despite the changes in the media landscape, upfront advertising is here to stay. Upfront ad buying dates back to the 1960s but remains a helpful practice for marketers even though advanced alternatives exist.

Instagram maintains the second-largest share of influencer marketing spending, per our forecast, only outperformed by YouTube. How it works: Testimonials will let creators craft messages under 125 characters relevant to the brand鈥檚 ad campaign or specific product. Brands will negotiate directly with creators.

Discoverability is a big challenge for creators on YouTube, particularly for long-form video. YouTube could be better for monetization. The end goal for creators is to make money off their content.

Advertisers should prioritize flexible content that can be used across multiple short-form channels like Instagram Reels and YouTube Shorts. Investing in the places users are most likely to flock to if a ban occurs is crucial鈥攂ut it鈥檚 important to not divest from TikTok entirely, as the platform maintains massive reach despite ongoing turbulence. Go further: Read our Live FAQ on the TikTok ban.

Why this matters: 鈥淏east Games鈥� was a significant departure for Donaldson, who largely made his fortune on YouTube. The show鈥檚 success could attract other top talent from YouTube and other platforms to Prime Video, and its similarity to Netflix鈥檚 鈥淪quid Game鈥� shows that one streamer鈥檚 success can be duplicated by others.

Consumption of news on YouTube is significantly lower among Francophones, but it still leads all video news sources. Fewer than 1 in 5 respondents (18%) used YouTube for news versus 32% of Anglophones. This is likely related to the strong attachment to and trust of TV news in Quebec. Podcast listening, another key source of current affairs information, is significantly lower among Francophones.

The incident has prompted many creators to reevaluate their priorities, with platforms like YouTube emerging as a stable alternative due to its long-standing consistency in monetization. Even if there is not a creator-led mass migration to other platforms. TikTok鈥檚 brief shutdown hammered home the importance of not relying too heavily on any one platform.

Social media dominance: Social media platforms remain a primary destination for digital ad spending, as visually rich platforms like Meta, TikTok, and YouTube play a vital role in product discovery. According to 蘑菇AV鈥檚 analyst report, 5 of the 10 most active social media markets are in Latin America, with users spending 3-plus hours per day on social platforms.

Millennials are the most likely generation (56%) to connect with health influencers on YouTube. Gen Xers (72%) and boomers (70%) mostly use Facebook to follow/engage with health influencers. Why it matters: Consumers aren鈥檛 just following health influencers for entertainment purposes. Many people bring up social media-acquired health information to their doctors.

To capture Gen Alpha鈥檚 attention, marketers can tap into their love of tablets and YouTube.

Lines to enter many of the YouTube-sponsored creator track sessions formed well before the talks began. Rooms were packed, including at 蘑菇AV鈥檚 session with The Information, and many people couldn鈥檛 make it in. Creators were a staple at brand and platform activations.

YouTube has expanded its affiliate shopping capabilities and eligibility for the YouTube Partner Program in order to maintain the strength of its creator relationships. But livestream commerce may factor more into YouTube鈥檚 future.

YouTube will hit $7.36 billion in US ad revenues this year, per our forecast, compared with TikTok鈥檚 $6.19 billion. YouTube will have 236.1 million US users this year compared with TikTok鈥檚 102.3 million.

Microsoft鈥檚 new Bing has had a persistent hold over headlines. Combine this with a third consecutive quarter of ad loss for YouTube and the picture for Google may look less than rosy. But the company remains in good shape, with overall earnings beating expectations. It remains dominant in search, and YouTube use is still remarkably high. Here鈥檚 a closer look.

YouTube is positioned to be an advertising powerhouse. It鈥檚 one of the original digital video players, courting advertisers at a time when connected TV advertising is climbing. The platform鈥檚 Google ties offer it a more trustworthy reputation in the US than TikTok. And use is already extremely high. But YouTube鈥檚 high standing also makes growth difficult. Here are five charts summarizing YouTube鈥檚 position and potential.

Some of Gen Z鈥檚 favorite social media platforms claim a similar share of young users; but how they spend their time on the platforms vary, prompting marketers to align their strategies and investments accordingly. Instagram dominates direct messaging, while YouTube takes the lead on livestreaming and TikTok maintains its stronghold on short-form video. We delve into the three insights, with an actionable takeaway for marketers.

YouTube is the preferred podcast platform among US listeners of this medium, according to Morning Consult. Spotify takes second place, followed by Apple Podcasts and Pandora.

One-fourth of creators said they go live to their followers via YouTube, making it the most popular livestreaming app ahead of TikTok (18.7%), Facebook (17.4%), and Instagram (14.0%), per an April 2023 survey by The Influencer Marketing Factory.

Meta made only two acquisitions in 2023, while Alphabet (parent company of Google and YouTube) made none, per Luma Partners data provided to 蘑菇AV.

Gen Z is ready to spend this season. Millennials may be a bit cautious. YouTube is the place to go if brands want to get on Gen Alpha鈥檚 radar. And for older consumers, trust is the key to getting them to spend. Here鈥檚 how retailers can appeal to each generation as the holiday season readies for Cyber Five.

If TikTok gets banned (and it鈥檚 a very big 鈥渋f鈥�), advertisers need to know where consumers will go. Instagram and YouTube would be likely beneficiaries, but OTT TV like Netflix could also see gains. Advertisers may even branch out to other categories entirely, like retail media. Here are five charts showing what could happen.

A TikTok ban would put influencer payment policies to the test: YouTube and Instagram are eyed as alternative platforms as the TikTok debate heats up.

Problematic creator funds are a thing of the past: TikTok is sunsetting its creator fund one year after YouTube changed the game with a revenue-sharing model.