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TikTok users are highly engaged. In fact, they鈥檙e more engaged than users of any other social or digital video platform. And a diversifying user base means marketers should lean even further into the TikTok opportunity.

Subscription OTT video is chasing linear TV in terms of time spent in the US. We estimate adults still spend significantly more time per day watching TV, but that figure is decreasing and will fall below 3 hours this year. Meanwhile, for subscription OTT video, time spent will surpass an hour and a half per day. But ad spend on these platforms is not proportional to time spent.

Meta is one of the two most successful ad publishers in history (along with its duopoly rival, Google), but its ad dominance does not come in tandem with an equally dominant hold over consumers鈥� time. In fact, Meta鈥檚 share of ad revenues is surprisingly out of step with how much time people actually spend on its platforms, particularly when compared with competitors like YouTube and TikTok

By 2025, US adults will spend more time on TikTok than on Facebook, according to our June forecast. This marks a major milestone for TikTok, which is on track to become the largest social platform in total daily minutes by the same year.

Social users in the US will spend more than half their daily social time watching videos in 2023鈥攗p from one-third pre-pandemic. But social video鈥檚 growth is slowing, suggesting there鈥檚 a limit to the amount people want to consume daily.

US adults will spend an average of 230.3 minutes per day on mobile in 2023, according to our forecast. While they will spend less time with connected TV (CTV), at 114.9 minutes per day, the gap between CTV and mobile is shrinking.

The overall adult population will spend an average of 1 hour and 43 minutes (1:43) per day listening to digital audio this year. Among active listeners (monthly users), the figure will leap to 2:20. That鈥檚 not much more than last year, however.

Consumer attention is fragmented and getting shorter. At the same time, digital ad spend growth is slowing following a pandemic surge. That means marketers must be agile and strategic with their spending.

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.

For the first time, US adults will spend more time per day with digital video than with TV this year, according to our forecast, as the cord-cutting revolution takes hold. Total time spent with digital video and TV will remain just over 6 hours per day, the same amount it鈥檚 been since 2020.

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.

Time spent is decreasing across cable and broadcast TV but increasing in streaming. In Q4 2022, streaming boosted overall time spent with TV among US adults, reversing the decline in TV viewing over the past few years, according to Nielsen.

Over one-third (37.7%) of US consumers鈥� time spent with TV is with streaming services, per Nielsen. Cable is not far behind, with a 30.6% share of consumers鈥� TV time.

TikTok users are spending half of their time watching videos that are 1 minute in length or longer, according to The Information.

On today's podcast episode, we discuss which digital behaviors Hispanic Americans over-index on, how they get their news, and what advertisers should consider when trying to reach and market to these folks. "In Other News," we talk about where in the world people use social media the most and how kids use the internet. Tune in to the discussion with our analysts Matteo Ceurvels and Paola Flores-Marquez.

Time spent on media and consumer spending are plateauing, making one company's gain another's loss. Diving into these market dynamics, we explore innovative strategies for advertisers and retailers to win consumers in the new digital era.

On today's podcast episode, we discuss the likelihood that news influencers will replace traditional media, whether in-store sampling can make a comeback, how many ads are enough ads, what the science says about social media being addictive, why more brands don't encourage consumers to recycle, where daylight savings time actually comes from, and more. Tune in to the discussion with our vice president of content Suzy Davidkhanian and analysts Bill Fisher and Carina Perkins.

Even the oldest members of Gen Alpha (born between the early 2010s and 2024) are younger than the iPad. For this digitally native generation, YouTube is the place to be, but other media channels like streaming platforms and even podcasts are popular. With the future of Gen Alpha鈥檚 social media use uncertain as states like Florida bar children under 14, marketers should know where the demographic is consuming content.

Netflix will remain on top despite a shaky 2023. Estimates for Hulu and the other sub OTT services were not affected by the writers strike.TikTok and YouTube are in a close fight for short- and medium-length video viewing time.

Snapchat champions positivity as Meta faces teen safety challenges: Snap's platform aims to balance user well-being with ad revenue growth.

On today鈥檚 podcast episode, host Bill Fisher is joined by our forecasting writer Ethan Cramer-Flood and analysts Paul Briggs and Matteo Ceurvels to examine the podcast landscape around the world, looking at changes in listenership and the advertising opportunities that the format affords.

Reddit finally sees the value in being a search engine: Improvements to its in-app search are crucial if it wants to capture more user attention.

The US Hispanic population is young and growing faster than the general US population is. Their buying power will approach $2.8 trillion by 2026. Here鈥檚 a look at their media habits and how to reach them.

FAST platforms like Roku, Tubi, and Pluto TV are gaining buzz from viewers and industry professionals alike. Find out more about the FAST landscape.