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On today's podcast episode, we discuss how advertisers should adjust their plans based on social video time's slowing growth, whether people will spend more social media time on connected TVs, and the ratio between ad spend and time spent on social networks. "In Other News," we talk about whether TikTok can become a more traditional social network and getting paid to watch ads on a new socially conscious social media app. Tune in to the discussion with our analyst Debra Aho Williamson.

We expect listening time spent to increase from 24.0% in 2022 to 28.8% in 2025. Connected TV (CTV) could serve audio ads. The average listener already spends 8 minutes per day listening to streaming audio from CTVs. Some of that comes from video services鈥攍ike YouTube鈥攖hat are major media for streaming, including podcasts.

Even though its share of media time is declining YoY, linear TV will still command more video viewing time spent than social media and YouTube in the next couple of years. In 2025, US adults will spend two hours and 49 minutes (2:49) per day with linear TV, compared with social video鈥檚 53 minutes and YouTube鈥檚 37 minutes.

US CTV Time Spent vs. Ad Spending 2024 (Subscription required). Note: Data was provided to 蘑菇AV by Comscore.

Podcasts represent a small, but growing, revenue stream for creators. Brands want in on creator-led podcasts, especially as video becomes a more crucial component of podcasting. But both sides face challenges over concerns related to scale, brand safety, and ad loads.

They only narrowly trail older Gen Zers when it comes to time spent online, approaching 4 hours per day as of April 2022, according to data from UKOM and Ipsos iris. Millennials are more reachable than their younger peers, but they鈥檙e purpose-driven.

A very quick note, you mentioned that 2020 and time spent on TV going up. Interestingly, that was also a year when ad spending took a big nose dive. There's a big disconnect between time spent and ad spending on TV. We don't have time to get into it now, but it's a really interesting dichotomy, at least at that time.

Gen Z is different from older generations. They are digitally native, spend more time watching videos, and have embraced the overlap between media and technology. But Gen Z has some particular habits marketers should pay attention to. Brands should make sure they鈥檙e staying relevant and avoiding stale content, promoting individuality, and helping Gen Z be their best selves.

Video subscription prices rose 12.6% in 2024 while the consumer price index only rose by 3.6%. The impact of increasing subscription costs is starting to show: Subscription OTT video viewers are growing at a slower rate than FAST viewers. Linear is continuing a steady decline, with viewership falling across all age groups, sans those 65 and older.

YouTube鈥檚 journey from zoo clip to video empire: A short upload about elephants was the starting domino in the rise of the internet鈥檚 most powerful platform.

US CTV Time Spent vs. Ad Spending 2024 (蘑菇AV subscription required). Note: Data was provided to 蘑菇AV by iSpot.TV.

And as overall time spent on Snapchat is falling while user growth slows, the platform could use this partnership to draw in new users and convince them to increase time鈥攁nd money鈥攕pent on the app. Snapchat+ is already proving to be a promising growth area for the platform, with subscriptions increasing 131% YoY and generating an annualized revenue run rate above $500 million.

Viewers still watch the vast majority of ads on TV screens via linear TV, even as its share of time spent dwindles.

As Insider Intelligence principal analyst Debra Aho Williamson points out in a recent LinkedIn post, TikTok is actively rolling out features designed to increase time spent like longer video lengths and live streaming and shopping features. The big red button: All that leads up to the House鈥檚 expansion of President Biden鈥檚 ability to ban the app.

Zooming out: Investment in CTV ads is growing steadily, increasing by 16.8% this year as time spent with CTV grows 6.9%, per our forecast鈥攖hough there is risk that the CTV market will become stagnant as a result of heavy tariffs.

The big red flag for future monetization growth is that Meta continues to expect time on Reels to monetize at a lower rate than its Stories and Feed, since people tend to scroll more slowly through video content. Time spent is another factor: US adult Instagram users will spend 33.1 minutes per day on the app this year, well below the 53.8 minutes TikTok users spend, according to our forecast. 2.

Platforms, advertisers, and creators would all benefit: Longer videos mean greater time spent, more ad space, and fewer excuses not to share ad revenues. But this isn鈥檛 the first time the platforms have tried. TikTok鈥檚 attempt at 10-minute videos was deprioritized, and IGTV and Facebook Watch were abandoned.

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. Though growth is slowing, we expect US retail social commerce sales to grow 29.8% this year to reach $68.92 billion.

Time spent on social media by US users is set to plateau in 2025. But there are substantial differences in how different age groups spend time on social platforms.

The challenge for Reddit鈥攁nd any platform exploring paywalls鈥攊s balancing monetization with user engagement. TikTok鈥檚 recent uncertainty could benefit the field. While TikTok is a dominant force in short-form video advertising, the platform鈥檚 legal status in the US remains unresolved.

Display will be boosted by video formats, which will account for 40.6% of digital in 2025. These include short-video clips in social media feeds and more traditional commercial spots in long-form content delivered digitally.

But social media advertising isn鈥檛 totally out of the woods, as challenges related to challenges with user growth, time spent, and driving CPM growth for short-term videos persist. Use this chart:. Assess social media ad investments. Budget for 2025. More like this:. A guide to ad types on Meta. What the past few months of TikTok trends teach us about marketing to Gen Z.