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The concerns: Offering rewards to users, such as through Temu鈥檚 鈥渟pin-to-win鈥� game, is an effective incentive for maintaining user engagement and encouraging purchases. However, these incentive systems can also function as dark patterns, which are manipulative design techniques that can get consumers to purchase things they may not have otherwise.

This slowdown may be due a plateau in time spent with social video (which will climb just one minute between 2024 and 2025, per our forecast) and the fact that brands are still struggling to produce short-form creative at scale, according to our Paid Social Forecast Report H1 2024 report.

鈥淢arketers should consider all of the little corners of the internet where Gen Z spends time,鈥� said our analyst Blake Droesch on Gen Z鈥檚 path to purchase. 鈥淏ecause Gen Z is so digitally savvy, there鈥檚 more value in these different microcommunities.鈥�. Perhaps that鈥檚 why brands like e.l.f. Beauty, are exploring livestream content on the platform.

On today's episode, we discuss why Snap's growth continues to stall, what to make of their TikTok-esque short form video feed Spotlight, and what to expect from the company in the second half. "In Other News," we check in on Pinterest and discuss the most interesting trends in social media usage by generation. Tune in to the discussion with our analyst Jasmine Enberg.

With new feed-customization and business tools, it鈥檚 primed for deeper user engagement. But as ads roll out, brand safety worries could stall advertiser interest.

Discovery鈥攏ot influencers鈥攊s what separates TikTok and Amazon鈥檚 ecommerce businesses: The retail giant is trying to replicate TikTok鈥檚 success via its 鈥淚nspire鈥� video feed.

Yeah, that is remarkable because YouTube usually comes out ahead of all the other video services in terms of viewers and time spent. Netflix is at the top of this chart, but Spotify is pretty close behind. I mean, it's an hour for Netflix, 54 for TikTok, 53 for Hulu, and then Spotify at 51. Marcus Johnson:. Right. Daniel Konstantinovic:. So they're up there. Marcus Johnson:.

FAST is a fast-growing segment used by nearly one-third of the US population, with the number of viewers due to climb to 125.5 million by 2028, per our forecast, as time spent with services like Paramount鈥檚 Pluto, Fox鈥檚 Tubi, and Freevee increases. Roku is betting on sports to gain viewers and has grown significantly in wake of content deals with MLB, the NBA, and other leagues.

The second slice is AI, which we talked a little bit about, but just to put some figures around how it's already boosting engagement on the platform, which is of course something that advertisers are looking for is that Meta said that AI-driven feed and video recommendations have led to an 8% increase in time spent on Facebook and 6% increase on time spent on Instagram.

We expect time spent with CTV among US adults to double from about 1 hour per day in 2019 to just over 2 hours per day in 2024. CTV usage also exceeds time spent on desktops and laptops. CTV will account for more than one-fourth of total time spent with digital media this year. Although time spent on CTV is catching up to linear TV, CTV isn鈥檛 replacing ad inventory as quickly.

While TikTok isn鈥檛 quite there in terms of viewers or time spent, it鈥檚 catching up, with 102.4 million users averaging 47 minutes per day with the platform. What鈥檚 closing the gap? Longer videos, said our analyst Debra Aho Williamson on a recent 鈥淏ehind the Numbers: The Daily鈥� episode. 鈥淭he type of programming we鈥檙e seeing on TikTok, it鈥檚 short videos, but they鈥檙e getting longer,鈥� she said.

On today's podcast episode, our contestants compete in The Great Behind the Numbers Take Off, 2024 video trends edition, where they will try and cook up the most interesting predictions for the coming year. They'll discuss why Amazon will begin its ascension to become the second-most important company in streaming advertising, how more creators and brands will embrace AI to create videos, and what to expect from streaming platform consolidation. Tune in to the discussion with our director of Briefings Jeremy Goldman and analysts Ross Benes and Daniel Konstantinovic.

Developers will produce more features that can take advantage of larger screens, such as higher-quality video and multiple open windows. Mobile videos will get longer. The larger screens will allow for longer video watching and will likely add further incentives for short-video platforms, such as TikTok, to offer longer video formats. Smartphones will become 鈥渕ultiscreen鈥� devices.

Key stat: Netflix was found to have the lowest percentages of ads per program, per a Sherwood assessment of the percent of time spent viewing ads on streaming services' ad-tiers versus the percent of time watching popular shows. Disney+ had the highest percentage, with 16.6% of time spent watching ads while streaming an episode of "Star Wars: Skeleton Crew.".

鈥淚n a year, Tubi will account for 2.5% of total time spent with streaming and TV as judged by Nielsen," our analyst Ross Benes predicted. This would put Tubi ahead of most major streaming services except YouTube, Netflix, and Amazon. Why it matters: As a free ad-supported service, Tubi has an advantage in reaching viewers. Its eclectic content library also differentiates it.

Unless the strike by the Writers Guild of America continues for many more months, streaming services won鈥檛 see an impact on time spent. However, a lack of new content will make it difficult for consumers to justify the increased pricing that Peacock and other platforms have planned鈥攅specially at a time when discretionary spending is being approached more cautiously. Use this chart:.

Video uploads increased 34% YoY and now represent the fastest-growing format on the platform. LinkedIn benefits from its strong command of B2B digital advertising. Continued sign-ups and AI-powered tools will help solidify its lead position in professional networking.

On today's episode, we discuss how time spent on smartphones is changing, what people do on different devices, and what digital time spent in your car might look like. "In Other News," we talk about the significance of Amazon's Sidewalk network and what to make of two new pieces of potential AI legislation. Tune in to the discussion with our analyst Yory Wurmser.

罢丑谤别补诲蝉鈥� user engagement decline could spell trouble for advertising potential. June and July ad updates from Google, Meta, and others highlight retail media, targeting tools, and social media. Report: Threads Is Here (Insider Intelligence subscription required).

What it means: Marketers should still be reaching consumers on social media platforms, where US consumers spend 17.9% of their time spent with digital media, per our forecast. But consumers may be suspicious of ads served to them via social media.

It really has been gaining a lot of momentum, and taking time spent away from other video on demand services in the region. One study by the AMPD, which is a research firm, show that its share of video streaming minutes increase from 22% two years ago to 42% in the first half of this year. So, that's a huge jump. Usage is definitely increasing there.

TV viewers spend time with YouTube. Streaming will account for more time spent with TV than any other platform in the US, according to Nielsen. Within streaming, viewers spend 7.8% of their time on YouTube. YouTube viewers will spend an average of 48 minutes per day on the platform this year.

I also think it's interesting that these numbers line up with so much of our data, including some of our most recent forecasts on things like time spent with connected TV, on cord cutters, on the crossing lines between the digital video and the traditional TV audience, meaning that video is surpassing traditional TV in terms of time spent.