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And while news consumption is more fragmented than ever, political commentary by TikTok users and creators is already migrating to other media channels. This year will be make it or break it for Threads. We know it鈥檚 not focused on news, but we still don鈥檛 know what it is focused on.

Time spent estimates are based on the analysis of estimates from other research firms, consumer media consumption, device adoption trends, company reports, primary research, and interviews.

YouTube, founded nearly 20 years ago, has transformed media consumption. Once known for user-generated content, it now dominates not just the internet, but also the living room. The advertising picture: Of course, YouTube鈥檚 lead has also attracted substantial ad revenues. In 2023, YouTube earned $31.5 billion from advertising, an 8% increase year over year and a staggering 271% rise over six years.

Discuss the latest trends in US digital media consumption and consumer spending as they reshape the advertising and retail sectors. Provide insights into the convergence of business models in the face of digital transformation and technology advances. Explore innovative strategies for advertisers and retailers to win consumers in the digital era. Our clients can access the full study here.

Major media companies like Disney have taken a different approach, licensing out their biggest box office intellectual properties to Triple-A (games industry lingo for 鈥渂ig-budget鈥�) publishers and developers.

Methodology: Estimates are based on the analysis of estimates from other research firms, consumer media consumption trends, device adoption trends, company reports, primary research, and interviews.

However, digital audio and podcasts look extremely competitive when compared with narrower media channels. Digital audio stands tall. US digital audio listeners will be among the most committed users across media, at 2:20 per day this year. Digital audio will claim far more time per day from listeners than YouTube video (0:48), Netflix (1:02), or Hulu (0:53) will from their users.

Methodology: Estimates are based on the analysis of estimates from other research firms, consumer media consumption, device adoption trends, company reports, primary research and interviews.

That drove the retailer to expand its retail media channels to ensure it can serve a diverse array of business goals that include raising awareness, launching a new product, driving traffic, and boosting sales.

Methodology: Estimates are based on the analysis of estimates from other research firms, consumer media consumption trends, device adoption trends, company reports, primary research, and interviews.

They鈥檙e looking for authenticity,鈥� said Taylor Strickland, director of media channel strategy at VML. These black hat tactics refer to fake or misleading reviews, which have become easier to create with generative AI. The problem is so big that the Federal Trade Commission (FTC) recently announced a ban on fake reviews and fines for violations, which will take effect in October.

So I would start by saying that a big reason for that misconception is because of how people measure TikTok as a media channel. So if you're running performance campaigns today, and you're using video as your go-to format, and you're looking at click-based measurement, I don't expect a lot of people to see these ads and click on the videos right away to go and purchase a product.

鈥淩eddit has definitely become a more common social platform for us to recommend [to advertisers],鈥� said Taylor Strickland, director of media channel strategy at VML. As third-party cookies become less prominent, Reddit is a powerful platform for contextual targeting due to its niche communities, Strickland said.

Many of those advertisers expected to shift budget from legacy media channels like print and TV, as well as out-of-home (OOH), to creator and influencer campaigns.

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

Methodology: Estimates are based on the analysis of estimates from other research firms, consumer media consumption trends, device adoption trends, company reports, primary research, and interviews.

The youngest US generation is already online and outnumbering its teen counterpart on digital video and gaming platforms.

TV is transforming into a retail platform: Shoppable media drives real-time purchasing, with US consumers spending $290 annually on TV-inspired products.

Commerce media channels from companies that aren鈥檛 strictly retailers will emerge鈥攍ike Marriott International, which launched its media channel in 2022. We expect to see more travel and hospitality businesses and quick-service restaurants follow suit to take advantage of large digital and in-person audiences. 2. Not every RMN will be able to rise above the clutter and scale.

Partnerships with major media companies like Paramount and the NHL are giving TikTok deeper advertising credentials while measurement partnerships address advertisers' demands for transparent cross-platform analytics.

Why it matters: Sports leagues are seeking new ways to engage their fans as media usage changes. Exclusive access to popular sporting events puts streaming companies in front of a large, engaged audience and, in turn, lets advertisers reach target groups.

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

New consumer expectations are introducing and accelerating media channels, and forcing all sides to evolve at an increasingly quick clip. Quality content will always find its way to a screen, but the way people are consuming that content is now radically different than it was ever a few years ago. And those changes in viewing behavior, in turn, are transforming the industry.