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Methodology: Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions, historical trends of the advertising market, historical trends of each medium in relation to other media, reported revenues of major ad publishers, estimates from other research firms, data from benchmark sources, consumer media consumption trends, consumer device

Discusses the latest trends in US digital media consumption and consumer spending as they reshape the advertising and retail sectors. Provides insights into the convergence of business models in the face of digital transformation and technology advances. Explores innovative strategies for advertisers and retailers to win consumers in the digital era.

Methodology: Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions; historical trends of the advertising market; historical trends of each medium in relation to other media; reported revenues from major ad publishers; estimates from other research firms; data from benchmark sources; consumer media consumption trends; consumer

By the numbers: Hispanic people make up 19% of the US population and represent a highly diverse group of consumers with media consumption habits that set them apart. US Hispanic consumers spend less time with traditional media than non-Hispanic consumers and are more likely to use connected TVs (CTV) and social media platforms. Of the 25 hours per week they spend viewing TV, 13.45 are spent on CTVs.

We've reached peak media consumption across digital and traditional formats, writes our principal analyst, Paul Briggs. He explains that the 2024 global media index results showed a plateauing of consumption in the 11 media formats measured. All down a fraction in 2024 except mobile, which was flat, as you can see here from this chart.

Retailers, streamers embrace shoppable TV ads to shorten the path to purchase: WBD, Amazon, Kroger, and The CW Network are relying on the format to drive product discovery and sales.

While these copyright spats aren鈥檛 good for Perplexity鈥檚 public image, its search engine could struggle to compete in the genAI space without content from major media companies. Srinivas said that his company wants to forge real partnerships with publishers and that it has 鈥渘o interest in being anyone鈥檚 antagonist here.鈥�.

Campaigns and interest groups will spend more than ever promoting candidates and causes on media channels. This year, these advertisers will continue to direct the bulk of their budgets to linear TV, but they will also capitalize on the refined targeting capabilities of connected TV (CTV) and social media as they grow their investments in those venues.

Here are five charts that reveal the scale and outlook for CTV from the perspective of its access points.

Voice assistant adoption continues to grow, but the pace has slowed. Gen Z and seniors are key growth drivers, while smartphones and smart speakers remain central to the ecosystem as innovation and fresh competition shake up the sector.

Threads rolls out creator hub and privacy updates: Meta's push to differentiate its platform highlights its ongoing identity issues

AI-driven tools are helping brands swap cookie-cutter campaigns for ultra-targeted experiences, giving Adobe a fresh shot at dominating customer engagement

Go further: Read our US Hispanic Consumer Media Habits 2024 report to learn more about the growth of this market.

Mobile media consumption exceeded time spent with PC/laptop/tablet for the first time this year. Near-ubiquitous use of social media, messaging apps, and video on smartphones has tipped the scale in favor of mobile. The US remains at the top of the list of countries polled for broadcast TV viewership.

Financial institutions are vying with nonbanks for customers in a sluggish lending market. Updating their marketing, lending, and product strategies can help attract and keep customers, slowing the outflow to nonbank lenders.

Time spent on social media by US users is set to plateau in 2025. But there are substantial differences in how different age groups spend time on social platforms.