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Short-form video offerings signal the platform鈥檚 push to become more than just a job-hunting site as it aims to compete for screen time with TikTok and Instagram.

Consumers don鈥檛 want to spend time using financial apps. Daily time spent with mobile apps that fall under 鈥渙ther activity鈥� (which includes banking) will reach just 31 minutes by the end of 2026, representing 13.5% of total time spent with mobile apps, per our forecast. By contrast, mobile video apps will make up 35.3% of total time spent in 2026.

Short-form videos are difficult to monetize since they don鈥檛 offer pre-, mid-, or post-roll ads. Instead, ads are placed between videos, making them easy to skip. As a result, platforms embracing longer videos stand to rake in more ad dollars. Brands, meanwhile, have more opportunities to get in front of users via advertising on lengthier videos, though creating their own longer content presents challenges.

The insight: TikTok鈥檚 aggressive push to grow its ecommerce business is hurting user engagement. Users interacted with 2.7% of regular videos posted by the 120 influencers tracked by Captiv8 but just 1.4% of their Shop posts, according to a study conducted by Captiv8 for Fortune.

Time spent with CTV is eating into linear TV time. Overall TV time spent growth (including linear TV and CTV) in Canada is almost flat, staying just above 4 hours daily for the remainder of our forecast period. What鈥檚 changing is CTV鈥檚 share of time: In 2023, it will account for 33.2% of overall TV time spent.

Free ad-supported streaming TV (FAST) services represent the fastest-growing video format, with platforms like Tubi, Roku Channel, and Samsung TV Plus gaining significant traction. The average adult now spends about 19 minutes (0:19) daily with FAST services in the US鈥攏early double the time spent in 2021, according to our January forecast.

Platforms known for short-form video are still seeing positive gains this year, including TikTok with time spent and YouTube Shorts viewers. Short-form video can be a powerful tool for driving mobile purchases, which is why marketers should focus on creating compelling, bite-sized content, lean on creators, and experiment with newer social commerce channels such as TikTok Shop. 5.

Financial services are now following suit, creating financial media networks that monetize user engagement. While still smaller than retail media, financial media networks are among the fastest-growing digital ad channels.

Meta will nab a far bigger share of US digital ad spend (21.3%) than YouTube (5.6%) or Netflix (0.3%) this year, despite accounting for a nearly equal share of US time spent with digital, according to our June 2024 forecast.

For example, Instagram may promise a larger audience (27.6 million this year, almost 10 million more than TikTok), but it isn鈥檛 exclusively a video 辫濒补迟蹿辞谤尘鈥攁苍诲 time spent metrics indicate that it鈥檚 not yet as captivating as TikTok. In the EU, TikTok is getting squeezed from two sides. EU institutions and several national governments have banned TikTok on government devices.

These figures include all of Amazon鈥檚 video units鈥擯rime Video, Freevee, Twitch, and Fire TV鈥攂ut the spike will come mostly from the infusion of new inventory on Prime Video. To view the full forecast, click here. Cord-cutting is another big factor in CTV ad spending gains. In 2023, non-pay TV viewers (the sum of cord-cutters and cord-nevers) will surpass traditional TV viewers for the first time.

TikTok will see healthy user growth this year in the US, even as its future remains unclear. User time spent on the app is falling YoY, but it still leads other social networks. However, it鈥檚 facing more competition from Instagram and YouTube.

Creators have also noted low payouts from the Shorts fund compared with payouts from long-form YouTube videos. A longer-form video resurgence would be a triple win. The platforms, advertisers, and creators would all benefit: Longer videos mean greater time spent, more ad space, and fewer excuses not to share ad revenues.

The single biggest driver of time spent on social media is video. While Twitter users do share videos, text is the primary content format, and Twitter has done little to encourage original video creation on the platform since Musk took over. To see the full forecast, click here. Where can advertisers find Twitter deserters in 2023?

US adults will average 6 hours and 45 minutes (6:45) per day watching video this year. Of that, over half will be via digital video channels and formats. Use this chart:. Highlight the importance of investing in digital media. Make the argument for reallocating marketing budget away from traditional channels.

More than 80% of in-home video viewing occurred on TVs in 2023. Digital content on these sets accounted for 90 minutes of time spent per day, with live TV only slightly ahead with 109 minutes. Advertisers are embracing CTV鈥檚 potential despite its challenges.

For context, average time spent per day with digital video in the US, per our forecast, is expected to grow just 6.7% YoY. Roku continued to expand internationally through the Roku TV licensing program, with a focus on Central America. Roku OS reigned as the best-selling smart TV operating system in Mexico for the third consecutive quarter. What isn鈥檛:.

It also helps explain their fondness for video-based social media, such as TikTok. Not all digital video types are equal. Exactly 60% of Gen Zers prefer user-generated content over subscription video-on-demand, according to Deloitte鈥檚 October 2023 survey.

CTV鈥檚 share of the total video market keeps growing. In our first CTV ad spending forecast back in 2019, CTV accounted for just under one-tenth of the total amount US advertisers spent on linear TV and CTV. This year, CTV will account for about one-third of that spending. CTV and linear TV spending will be nearly even by 2028. More advertisers are buying into CTV.

Multiple major publishers including The Guardian and The New York Times report substantially higher user engagement on Bluesky.

For example, even though Netflix claims the largest share of average time spent per day with subscription OTT鈥攁t 35 minutes (0:35) per day, per our June 2024 forecast鈥攊t has the lowest penetration of ad-supported viewers compared with other streaming platforms. 3. Ad buyers face barriers in measurement of CTV campaigns.

The average time spent per day with mobile device apps in the US will be 3 hours and 46 minutes (3:46) in 2025, according to our January forecast. The average time spent per day with mobile gaming apps in the US will be 26 minutes (0:26) in 2025, per our forecast.