蘑菇AV

In the EU, the Digital Markets Act and Digital Services Act have prompted investigations into TikTok, Meta, and Google, with the potential for fines of as much as 10% of their annual global revenues. Regulators have also restricted platforms鈥� ability to collect data from minors, limiting advertisers鈥� access to sought-after demographics.

鈥淯nderconsumption core鈥� trends on TikTok: 3 in 5 Gen Zers are following the trend, leading many to cut back on online shopping.

Social media adoption accelerates sharply in early adolescence, with TikTok, Snapchat, and Instagram reaching 43%, 33%, and 30% of children ages 11 to 14, respectively. These are all critical developmental years. 80% of children and teens have YouTube accounts, 59% use TikTok, and 90% have smartphones, nearly matching adult usage at 98%. Is this a problem?

US Census Bureau. YouGov.

Nearly 50% of social network users in Thailand will be TikTok users, giving the country the highest TikTok penetration in the world, according to our forecast. The US will rank second, with 45.3% of its social users on TikTok. We expect penetration in the US will be as high as 49.1% by the end of 2026.

TikTok ramps up lobbying in bid to halt its US ban: Bloomberg reports heavy spending on lawyers and ad campaigns to sway public opinion.

In Meta鈥檚 most recent earnings call, Zuckerberg said WhatsApp鈥檚 number of daily active users and message sends in the US 鈥渒eeps gaining momentum.鈥� We expect WhatsApp to have 67.6 million US users in 2024, up 2.1% YoY. It鈥檚 hard for brands to break into private chats, but creating shareable content is one way to do so.

TikTok broadens effort to call out state-controlled media: US, China among countries added to labeling program in bid for greater transparency.

On today's podcast episode, we discuss where the content production dollars will be going, what the Omnicom and IPG deal will mean for the agency client relationship, and how the antitrust and other legal cases against Amazon, Apple, Google, Meta, and TikTok will play out in 2025. Tune in to the discussion with Senior Director of Podcasts and host Marcus Johnson, Vice President of Research Jennifer Pearson, and Vice President Paul Verna.

3 2024 retail misconceptions: Retail media, QR codes, and microcommunities Brands and retailers got a lot right in 2024. Commerce media expanded further into non-retail channels like payments and travel. Brands found their own voices on TikTok. And in-person events helped drive traffic to stores. But the year also came with a number of lessons for retail. Here are three misconceptions retail experts noticed in 2024, and how brands can get them right in the 12 months ahead.

In most countries, TikTok bans are currently limited to government devices. But global and international marketers who rely on TikTok need to be ready to pivot their strategies in case a broader US ban causes a ripple effect in other markets.

97% of US TikTok shoppers also shopped at Amazon in the past five months, according to February 2024 data from Earnest Analytics.

Meta could benefit significantly if TikTok left the US: A House vote looms, impacting national security and social media dynamics.

TikTok offers a teen time limit as US ban talks boil over: Talk of serious action is heating up, and TikTok is waving olive branches to prevent the worst.

As the possibility of a TikTok ban grows in the US, users are looking for other platforms to satisfy their short-video needs. In a Cowen survey, 26% of adult US users said they鈥檇 switch to Instagram Reels, and 21% said they鈥檇 head to YouTube Shorts. Meanwhile, 37% had no plans to use another short-video app.

TikTok eclipsed Twitter, Pinterest, and Snapchat in US users within just a few years, according to our estimates, and now it鈥檚 chasing Instagram. After years of exceptional growth, TikTok will boast more than 100 million US monthly users in 2023鈥攗nless lawmakers stand in its way.

鈥淪hopping apps and marketplaces that specialize in ultralow-cost goods from China are gaining a foothold among US consumers鈥攚ith broader implications for the future of ecommerce,鈥� our analyst Sky Canaves wrote in our Chinese Ecommerce in the US report. Canaves expanded on what鈥檚 driving this retail opportunity for companies like Shein, Temu, and TikTok in the US and how it will impact the US market on a recent 鈥淩eimagining Retail鈥� podcast episode.

Few US merchants are selling goods on TikTok Shop: Many are reluctant to invest time and resources in the platform given the widespread speculation that it will be banned or sold.

TikTok said it expected to spend about $2 billion on trust and safety by the end of 2024, including for election integrity. A real threat: Research from Microsoft showed that Russia, China, and Iran accelerated cyber interference attempts shortly before the November US presidential election.

Meta is way ahead of competitors in US video ad spend, with 30.1% share this year compared with YouTube鈥檚 8.3% and TikTok鈥檚 6.5%, according to our forecast. TikTok is on YouTube鈥檚 tail as it gains share, but the short video newcomer won鈥檛 surpass YouTube before the end of our forecast period in 2025.

On today's podcast episode, we discuss how affiliate is helping marketers take back control of their ad spend. "In Other News," we talk about Amazon unveiling a smarter, more conversational, Alexa and TikTok Shop hitting the US. Tune in to the discussion with our analyst Max Willens and Alexandra Forsch, president of Awin Americas.

In the US, TikTok will capture the attention of its adult users for an average of 55.8 minutes a day, with YouTube close behind at 47.5 minutes, according to our forecast. At the other end of the spectrum, Facebook鈥檚 adult users will spend just over a half an hour per day on the platform, while those of Reddit will spend only 23.6 minutes with it.

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.