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Ad budgets are slowly migrating from terrestrial radio to digital platforms, but the shift is stymied by slow platform subscriber growth and by YouTube.

Spotify is scaling video podcast monetization fast: A YouTube-style model and creator tools are fueling the shift.

鈥淭here's so many things that you'll see pop in our stores driven by the trending 尘耻蝉颈肠,鈥� said Hurley, pointing to friendship bracelets for Taylor Swift or cat ears for Chappell Roan. Reaching kids on YouTube and parents on Instagram. While many retailers focus their social media efforts primarily on TikTok and Instagram, Claire's fastest-growing channel is YouTube, according to Hurley.

YouTube remains the most-used platform for listening to podcasts. Thirty-one percent of weekly and 33% of monthly podcast listeners prefer YouTube, putting it above competitors like Spotify (27%) and Apple Podcasts (15%). Spotify is trying to prove its worth as a podcast platform, recently expanding its Partner Program to nine new markets and providing more growth opportunities to entice creators.

Marketers should leverage Instagram and TikTok (Gen Z鈥檚 top social platforms), as well as YouTube, to identify creators that appeal best to younger audiences, engender authenticity, and align with the social values of the media buying brand. Nice-to-have device ownership is not universal.

In Russia, it was just 29 minutes鈥攍ikely due to the suspension of services from key podcast streamers (e.g., Spotify and Amazon Music) and the Russian government鈥檚 YouTube streaming restrictions. Readership of print and online press in Central and Eastern Europe was well below time spent in other regions. Time spent with print press was just 25 minutes, 16 minutes below the global average.

A handful of services mentioned in the poll were only available in the US, including Max, NFL+, Showtime, Sling TV, Vudu, WWE Network, and YouTube TV. The use of video services did not vary widely among demographic groups, a sign of pervasive adoption.

Note: Our audio creator revenues forecast includes all revenues generated by US-based independent creators on digital audio distribution platforms such as Apple Music and Spotify and independent distribution platforms. It includes advertising, sponsorships, platform payouts, subscriptions, merchandising, and other revenues from podcasts, audiobooks, and digital music and radio content.

YouTube鈥檚 record label clash echoes TikTok-UMG feud: Major artists are unavailable on YouTube and its music platform as a deal deadline approaches.

It鈥檚 not just music platforms like Apple Music or YouTube Music with their own versions: Gaming platform Steam, grocery service Instacart, and many other apps across industries also roll out end-of-year personalized campaigns.

YouTube ad growth is strong, but concentrated funding and economic uncertainty mean only the most distinct startups may thrive.

Our take: Customization has been key to Spotify鈥檚 success, and while podcast contracts and ad revenue are important to investors, a lackluster Wrapped coupled with a growing library of AI-generated music could alienate its most valuable asset: listeners.

On today鈥檚 podcast episode, we discuss what happened to Spotify鈥檚 subscriber growth after it raised prices, how it plans to take on YouTube, and what has led to the audio giant inching closer to profitability. Tune in to the discussion with Senior Director of Podcasts and host Marcus Johnson and Analyst Daniel Konstantinovic.

YouTube Music offers an offline mode to its Premium users that, similar to Spotify, will automatically create a download mixtape of recently played music. Offline features are also available on video streaming platforms such as Netflix, Max, and Hulu, but content generally needs to be downloaded manually prior to losing internet connection.

Mexican regional music is the top format for ages 18 and older, likely driven by the 32% of Hispanic consumers who are immigrants (down from 37% in 2010). The second-most-popular genre among the population overall is Spanish contemporary/Spanish hot adult contemporary, whereas contemporary pop is currently No. 2 among those ages 18 to 34.