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After experiencing downturns in recent years, social CPMs are on the rise again in the US, per our forecasts. That鈥檚 a sign that brands could invest more in social media ads amid optimism about the economy.

Whatnot raises $265M amid TikTok ban fears: ByteDance pushes Lemon8, but the US-based livestream shipping platform gains investor confidence and market traction.

TikTok, Snapchat, and Instagram are the most popular social media platforms for Gen Zers, though only Snapchat draws a higher share of Gen Z teens than Gen Z adults, per our US Social Network Usage by Generation report. Millennials dominate on Reddit, where they represent about 40% of the user base. They鈥檙e also present on TikTok, though not as much as Gen Z.

Meta鈥檚 pivot to community notes offers more free expression but risks spreading misinformation, alienating users, and damaging brand safety for advertisers.

Total media time is on a steady slide in the UK. By 2026, it will drop to below 10 hours per day, the lowest level in a decade. Digital media鈥攑articularly digital and social video鈥攊s picking up some of the slack, but it won鈥檛 halt the decline.

鈥淯nderconsumption core鈥� trends on TikTok: 3 in 5 Gen Zers are following the trend, leading many to cut back on online shopping.

The biggest shifts in social network usage will be seen in users鈥� choice of platforms. We鈥檝e already seen some inflection points鈥擳ikTok鈥檚 user base overtook Snapchat鈥檚 last year, for example. But more changes are on the horizon, particularly with Twitter鈥檚 rapid decline. Facebook is waning. It still dominates in the UK, but its user share is in freefall.

87.9% of US Gen Zers are social network users, according to our forecast.

Marketing has dramatically changed over the first quarter of the 21st century. The rise of digital, hyper-specific targeting, connected TV(CTV), and real-time advertising marketplaces are just a few of the trends that have made the marketing industry almost unrecognizable to what it was at the beginning of 2000.

This year, declines among the stalwarts are creating room for TikTok and others to capture young audiences, creating a more fragmented landscape for social usage. 3 KEY QUESTIONS THIS REPORT WILL ANSWER. What do the declines in users for Facebook and Twitter mean for the social media scene in Canada? What platforms are gaining user share, and why?

2025 vision: Social platforms expect creators, Gen Z, and older users to wield more influence as a TikTok ban looms.

Our outlook for social media usage in Western Europe and Central and Eastern Europe, and a look at the market dynamics of the major platforms in the region. KEY STAT: Western Europe will account for just 8.7% of Facebook users worldwide in 2023. But the region will more than pull its weight among Instagram, Snapchat, TikTok, and Twitter users, with double-digit shares of the global totals. Key Points.

The former Bush aide鈥檚 elevation could reshape content moderation policies as Meta navigates polarized users and criticism of its content moderation policies.

There will be over 100 million social buyers in the US in 2024, according to our forecast. TikTok Shop, which launched in the US in September 2023, will be the single largest contributor to buyer and sales growth this year.

On today鈥檚 podcast episode, our analyst Bill Fisher asks Principal Forecasting Writer Ethan Cramer-Flood, Senior Forecasting Analyst Zach Goldner, and Senior Forecasting Director Oscar Orozco about the most interesting eMarketer international forecasts of the past year, as well as what we can expect for 2025.

Meta鈥檚 AI push risks alienating users if social feeds flood with bots. Balancing innovation with human creator support will be key to retaining its audience.

We have upped our social user forecast since our last revision in December 2022. And next year, there will be nearly the same number of social users in the US as there are TV viewers, a historic audience shift. If there鈥檚 any medium that鈥檚 鈥渄ying,鈥� it鈥檚 linear TV.

In fact, 50% of consumers said they will limit their social media usage by 2025, partly due to misinformation and toxic content, per a Gartner survey from July and August 2023. But they鈥檙e unlikely to actually cut back on usage. Marketers can鈥檛 afford to avoid social media either, and there is little they can do to prevent brand safety mishaps. A new era of news is emerging.