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Digital audio is undermonetized relative to consumer time spent. US consumers will average 1 hour, 25 minutes per day with digital audio in 2025鈥攋ust 2 minutes shy of their daily time spent browsing social media, per our forecast. But while social networks will account for nearly a quarter of total US media ad spending, digital audio services will represent just 1.8%.

Platform competition could intensify for remaining ad dollars as budgets tighten, making user engagement even more critical. Platforms maintaining strong user growth and larger platforms like Meta with established attribution systems may retain more spend than smaller or emerging platforms still building audiences and measurement infrastructure.

The biggest chunk of time spent with mobile in the US (34.5%) will go to video, so advertisers looking to reach mobile users may look to digital video platforms like YouTube and TikTok. Ads served within retailer apps can also be a good way to reach consumers close to time of purchase. 3. Gen Z is sold on social commerce.

Our take: AI investments can boost infrastructure features, but on their own may not be enough to maintain high user engagement. Appealing offerings, like gamified rewards or loyalty points, can help justify subscription prices and keep users coming back.

On today鈥檚 podcast episode, we discuss how ready Netflix is for a potential recession, if video podcasts and content creators fit nicely into its offering, and whether AI can help improve search for the streaming giant. Join Senior Director of Podcasts and host Marcus Johnson, Senior Analyst Ross Benes, and Vice President of Content Paul Verna. Listen everywhere and watch on YouTube and Spotify.

YouTube recently made several updates to its creator offerings to vie for influencer marketing dollars, including tools to develop video prompts, create catchy hooks, and save video ideas easily.

Streaming spend won鈥檛 catch up to time spent streaming. 鈥淭he gains that streaming is making are bigger in time spent than they are in ad spending,鈥� according to Benes. Subscription OTT streaming will reach half of time spent with linear TV in the US, but platform ad spend will be one-sixth of linear TV鈥檚 total.

Instagram is revamping Reels with a follower activity feed while Threads rolls out analytics and tests ads. The moves aim to deepen user engagement and maximize brand exposure.

Exclusive items and scarcity tactics like limited-edition drops and event-themed products can generate user engagement. In-game merch can also serve as free advertising by converting fans into walking billboards for brands, Roblox games, and creators. Our take: Roblox鈥檚 Commerce APIs unlock a new monetization layer that turns virtual gameplay into real-world storefronts.

The platform's focus on AI-powered job hiring should maintain this diversification for years to come, while its growing comment engagement鈥攗p 37% annually鈥攕uggests its professional focus is improving, not diminishing, users鈥� time spent with the platform.

Time spent on all social media platforms except Instagram is decreasing among adults under 25. Time spent with TikTok, Snapchat, and Facebook has steadily decreased among young Gen Z adults from 2022 to 2025. However, time spent with Instagram has increased by 10 minutes during the same period.

Mobile will represent 50.7% of time spent with digital this year, and its share will slip below 50% by 2025, per our projections. As CTV time continues to increase, time spent on desktop/laptop will drop to a 14.8% share in 2023, losing 6 percentage points from 2019. Use this chart:. Target consumers where they are spending most of their time. Align advertising dollars with the scale of CTV.

While X remains a text-first platform, it has made improvements to its video offerings, including the launch of a TikTok-like vertical video feed. It has also struck deals with creators and celebrities like Khlo茅 Kardashian to host regular video series on the platform, which could help the app appeal to a younger and more diverse audience. But X still struggles to effectively monetize user engagement.

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.

YouTube outranks all in time spent among streaming services. YouTube is a juggernaut that combines aspects of streaming video, social media, and traditional TV, depending on which of its products consumers use. We don鈥檛 forecast the share of YouTube鈥檚 241.8 million US viewers that will be ad-supported in 2024, but it鈥檚 safe to say the majority will be.

The news: People are spending more time watching YouTube on TVs than on any other device, including smartphones, as the platform鈥檚 user engagement surges. In December, YouTube accounted for a record 11.1% of all TV watch time, per Nielsen, more than any other streaming platform. Why the shift to TVs?

鈥淯nderstanding how consumers are spending their time and money is paramount to your business being successful,鈥� our analyst Jeremy Goldman said on 鈥淭he Future of Digital 2024鈥� webinar. Here are three shifts in media consumption, purchasing behavior, and mobile usage, and how each is prompting new advertising strategies in streaming, social search, and gaming.

Consider the value of time spent as a marketing metric. More like this:. US Time Spent vs. Ad Spending 2023 (Insider Intelligence subscription required). Instagram users are getting a suite of generative AI features. A guide to vertical video ads on TikTok, Instagram Reels, YouTube Shorts, and Snap Spotlight. Meta鈥檚 strategic efficiency and diversification pay off.

While these subscriber numbers do not necessarily translate into time spent, the foothold they offer in markets that Netflix has consistently struggled in鈥攕uch as India鈥攚ill make it difficult for the platform to entrench itself as it has in other countries. Local providers are gaining ground.

Our take: Although an increasing number of US children aged 2 to 12 prefer YouTube (excluding YouTube Shorts) over subscription video-on-demand (SVOD) services such as Netflix, the two are neck and neck in time spent, according to a July 2024 report by Precise TV.

TikTok remains Gen Zers鈥� preferred social network in terms of time spent, but its growth is hitting a wall. That鈥檚 natural, given the enormous amount of time they鈥檙e already spending on the app.

They鈥檙e going where their audience spends time鈥攁nd in response, social platforms are continually expanding their portfolio of direct-response shopping and game install ads, as well as branding video formats. Media and entertainment remains in its advertising slump. However, it has found social media a good way to spur game installs and spread awareness through cost-effective video ads.

Video marketing is essential for B2B success. From short-form social media videos to AI-driven content, this report explores strategies, platforms, and innovations shaping B2B video marketing in 2024.