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Behind the numbers: Spending will be dictated by two major trends: the need for consumers to replace electronics purchased during the pandemic and growing interest in AI-powered features. 70% of the consumer tech sector鈥檚 gains this year will come from sales of computers, portable audio, and televisions as shoppers embark on a 鈥減ost-pandemic 鈥� refresh wave,鈥� per Circana.

A young and ecommerce-savvy user base in the UK is helping propel TikTok鈥檚 aims. More than two-thirds of the platform鈥檚 user base in the UK is under the age of 35. Given a broader population that is comfortable with digital shopping鈥攐nly China has a greater proportion of total retail sales online鈥攊t鈥檚 clear why the country is a rich testing ground for TikTok.

Though the ecommerce giant is itself expected to feel tariff pressures, its clear path to purchase, 99.8 million US Prime households, and popular streaming content means advertisers are likely to continue investing in the platform. For Roku, there are similar benefits: The company鈥檚 more than 90 million streaming households and the rise of FAST have made Roku a significant contender in the CTV space.

TikTok Shop doubles down on livestreaming as ecommerce sales grow: The platform sees an opportunity to grow order frequency and drive more impulse purchases.

The US, China, and UK are expected to remain the largest markets for ad revenue growth in 2025. US political advertising reached $15.1 billion in 2024, up 30% from 2020. The Asia-Pacific region, particularly China, leads retail media growth, with India expected to see retail media surpass search advertising revenues by 2025. Channel shifts:.