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US consumers are increasingly turning to Walmart.com, YouTube, Instagram, and TikTok to start their online shopping searches, according to Jungle Scout. Amazon, search engines, and Facebook have lost share since Q1 2022.

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.

Facebook and YouTube will still be the top US social media platforms for buying ads or monetizing content this year, though their dominance is eroding, according to October 2022 polling by Integral Ad Science.

Walmart is launching its first shoppable video series: The first episodes of the holiday-themed 鈥淎dd to Heart鈥� will be available on Roku, TikTok, and YouTube beginning on Dec. 2.

Social platforms are gaining in search: More US consumers are researching products on TikTok, YouTube, and Instagram, which could bode ill for Amazon and Google.

On today's episode, we discuss what the new normal looks like at Netflix, why its ad-supported tier isn't helping much, and what the first DVD ever mailed by the company was. "In Other News," we talk about Meta, TikTok, and YouTube facing off at this year's NewFronts and whether instant videos could be the next big AI development. Tune in to the discussion with our director of Briefings Jeremy Goldman.

Measuring creator marketing is tough. Affiliate links provide direct attribution, but many sales occur after consumers see creator content. Even MrBeast, the biggest individual creator on YouTube, sells his Feastables bars at retailers like Walmart, not just on social media. So how can advertisers using creator marketing measure the efficacy of creator campaigns?

Free ad-supported streaming TV (FAST) services like The Roku Channel, Tubi, and Pluto TV will bring in tens of millions of viewers this year, though time spent with the platforms isn鈥檛 comparable to that of Netflix or YouTube, according to our forecast. Still, marketers should keep an eye on these streaming services, especially those with parent companies like Paramount or Fox that may be able to spin free viewers into paid members.

On today's episode, we discuss whether there's room in people's streaming lives for the new service "Max," the significance of Montana preparing to become the first state to ban TikTok, why Expedia wants ChatGPT to be your travel advisor, a March Madness finals ratings surprise, YouTube TV launching its multiview feature, where the tradition of sports jersey numbers being retired came from, and more. Tune in to the discussion with our forecasting writer Ethan Cramer-Flood, director of Briefings Jeremy Goldman, and director of forecasting Oscar Orozco.

Neon spends low鈥攗nder $300,000 in linear TV across sports programming and a strong push on Neon鈥檚 YouTube channel, per Deadline鈥攂ut still succeeds because marketers speak to genre audiences through strategic, targeted guerilla marketing. Disney could benefit from a similar strategy that focuses on ground-level efforts to generate excitement for Marvel content.

Advertisers may remain suspicious over X鈥檚 potential to guarantee campaign success, as the platform lags far behind Instagram, Facebook, TikTok, and YouTube for product discovery, per Sprout Social. These suspicions will likely be exacerbated by heightened consumer discourse over Musk鈥檚 controversial political opinions.

In contrast, children under 12 (often referred to as Gen Alpha) are almost solely on YouTube: 58.0% of children ages 0 to 11 watch YouTube compared with less than 6% on the other social media platforms we track. YouTube is the digital space most populated by children under 12鈥攄espite the platform鈥檚 ban on children under 13 having an account without parental consent.

YouTube rolled out pause ads on smart TVs in September, Netflix tested a shoppable pause format with Google last year, and NBCUniversal announced the expansion of pause ads into live TV at CES. Additionally, 51% of viewers have taken some sort of action after seeing a pause ad, according to the Video Advertising Bureau.

It excludes YouTube and Twitch, cash transactions, travel and event tickets, tips, subscriptions, payments such as bill pay, taxes or money transfers, food services and drinking place sales, gambling, and other vice goods sales.

What brands can do: Companies and creators are considering shifting their focus to other platforms, namely Instagram, with other channels like YouTube, Pinterest, and Snapchat also attracting attention. Diversifying spending is critical to remain competitive in a marketing landscape that increasingly relies on social media advertising to remain successful.

TikTok, YouTube, and Pinterest are popular shopping destinations, too, with TikTok being the top social shopping platform in the UK. While China leads in social commerce adoption, other markets are catching up fast. "It's interesting to see how social media is evolving from being a discovery channel to a full-fledged commerce platform," said Perkins. Price matters most, but trust is important, too.

Potential alternatives  include YouTube Shorts, Instagram Reels, and RedNote,  which offers a similar user experience but could lack TikTok鈥檚 tight integration of shopping and creator tools. Brands and businesses reaping the benefits of TikTok鈥檚 extension risk loss of access or backlash if the platform is deemed a national security threat.

We also expect US social video ad spending to surpass linear TV ad spending for the first time next year (both estimates exclude YouTube). Predictions. LinkedIn could push live video. It鈥檚 a more fitting format than short video for some professional content, such as webinars. YouTube Shorts will have its moment.

In a YouTube demo, Manus sorted resumes, built a website based on its analysis of correlations between stocks, and searched through New York real estate based on factors like nearby schools and affordability. OpenAI鈥檚 AI agent Operator can take actions autonomously, working through the user鈥檚 browser and opting to request guidance from users to fulfill tasks.

鈥淏ig brands are the early adopters, but to really grow the revenue for their streaming platforms, [streamers] are going to have to embrace more small advertisers,鈥� he said, adding that this has been the longterm tactic of both YouTube and Facebook. 鈥淵ou're going to see more 鈥榊辞耻罢耻产别-ification鈥� of streaming.鈥�. This will create noticeable changes in the creative quality of CTV ads, said Benes.

While CreatorIQ named Netflix the most dominant brand on TikTok and Instagram, Spotify was the most dominant brand on YouTube. Spotify also had the total highest EMV in 2024, which is tied to its high creator retention rate (83%), according to the report.

YouTube is best for long-form education and product demos, while TikTok excels at short, engaging brand storytelling. Instagram supports visual branding and community engagement, and Reddit helps reach niche communities and conduct market research. The best platform for B2B marketing depends on audience behavior, content strategy, and specific campaign objectives.

Instacart launched shoppable ad formats on YouTube and Roku, expanding its off-site advertising offerings. Albertsons Companies鈥� retail media network (RMN) launched 鈥淐ollective TV,鈥� expanding its CTV ad offering, which includes a shoppable ad product for YouTube and other platforms. Combining premium video, RMN data, and frictionless checkout holds substantial potential.

YouTube boosts creator income with Members Only Shorts, challenging TikTok's paywall feature: The battle for creator allegiance and platform supremacy escalates.

In the fourth quarter, YouTube鈥檚 ad revenues fell short of expectations, declining nearly 8% YoY. Then, in early February, CEO Susan Wojcicki announced she was stepping down. As the platform gears up to face new challenges, is it the right time for Alphabet to spin off YouTube? Our analyst says no.