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Traditional media advertising saw the sharpest pullback (6.7%), while out-of-home, audio, print, and video all reported declines. Budget allocations shifted to short-term tactics: Sales promotions (8%) and direct marketing (9%) led growth, with event spending also up (5.4%).

鈥淎mazon is in such a unique position to give us an idea of broader consumer sentiment because of their scale and reach,鈥� our analyst Sarah Marzano said on an episode of the 鈥淏ehind the Numbers: Reimagining Retail鈥� podcast. This year, nearly three-quarters (72.7%) of all US households will be Prime members, according to our July 2024 forecast. 鈥淚f we examine the behaviors that emerge from Prime Day, we get a good sense of how consumers are feeling.鈥�

They were basically all getting hurt by streaming and people ripping off music, so they banded together and they invested in Spotify. It made sense. (14:35):. In the video and streaming world, you have players that are coming at it from totally different places in terms of their business models, their agendas.

Their strategy includes significant investment in upper-funnel marketing through streaming video, streaming audio, and other brand-building channels. This balanced approach has yielded measurable benefits across their marketing funnel, with valuable channels in paid search, organic search, and elsewhere.

A lot happens in a week, so every Friday we're going to analyze all the new data and provide you with some of the key takeaways. Welcome to the Friday 5.

US creator revenues from social media sponsored content will reach $10.52 billion this year, marking a 15.0% YoY increase, per our March 2025 forecast.

On today鈥檚 podcast episode, we discuss this years Prime Day. Was Amazon's ad platform breaking on the day a big deal, how other retailers event day behavior is changing, and how the shopping holiday is impacting the back-to-school season. Listen to the conversation with our analyst Sara Lebow as she hosts analysts Sarah Marzano and Zak Stambor.

US social media creators saw a nearly 40% (39.8%) YoY increase in tipping and gifting revenue, according to our March forecast.

Recently, Shopify CEO Tobi Lutke asked employees requesting more resources to prove they 鈥渃annot get what they want done using AI,鈥� according to a memo posted to X. The directive reflects a wave of anxiety among workers that AI will eliminate potential jobs鈥攐r their current ones.

From streaming to ad measurement and privacy, 2023 will be a year of transformation. Here are four changes we expect in the new year.

On today's podcast episode, we discuss how organic social is having a resurgence, what brands are building communities around, and how brands are embracing ad-free features like the comments section and direct messaging. "In Other News," we talk why the ad market still feels so bleak and what X can do to turn the ship around. Tune in to the discussion with our director of Briefings Jeremy Goldman.

You could be scrolling social media, you could be watching a streaming service, you could be listening to digital audio. If we divide all those up into the discrete activities that they are, TV is actually still ahead of that. There's nothing in the country that people spend more time per day on than they do watching TV, even though so many people spend zero.

鈥淥ver the last 12 months, we鈥檝e seen a flurry of [media advertising] activity from outside the retail sector,鈥� our analyst Sarah Marzano said on an episode of the 鈥淏ehind the Numbers: Reimagining Retail鈥� podcast. Although retail kicked off the commerce media trends, financial services, travel companies, and intermediaries such as Instacart and Uber Eats are monetizing their customer data and setting up ad networks. The rise of commerce media networks is changing the way advertisers approach targeting and how consumers interact with brands. Here are four predictions on these emerging trends.

Anxiety around inflation, a deteriorating labor market, and trade war consequences have deepened consumer uncertainty about the US economy, with wide-ranging implications for retail.

The audio streaming giant is struggling to translate this explosive user growth into revenues, with Q2 revenue growth the lowest it鈥檚 ever seen at 11%. 鈥淚 think the main issue is that Spotify doesn鈥檛 really have the most diverse revenue streams,鈥� our analyst Daniel Konstantinovic said on a recent 鈥淏ehind the Numbers鈥� podcast episode.

Influencer marketing is maturing and diversifying. While the turmoil at TikTok and the escalating trade war are causing temporary uncertainty, the industry will remain resilient as momentum around influencer marketing grows.

On today's podcast episode, we discuss the one major hurdle to AI adoption that's not being discussed enough, the smart tech that's missing from your life, how to get X closer to its former glories, if it would be better to have an AI boss than your current human one, a grizzly consequence of global warming, and more. Tune in to the discussion with guest host Bill Fisher, and analysts Evelyn Mitchell-Wolf, Carina Perkins, and Max Willens.

The overall adult population will spend an average of 1 hour and 43 minutes (1:43) per day listening to digital audio this year. Among active listeners (monthly users), the figure will leap to 2:20. That鈥檚 not much more than last year, however.

Social and streaming platforms now drive Gen Z鈥檚 content choices as algorithmic recs eclipse word of mouth for viewing choices.