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US Influencer marketing spending will pass $2 billion on Instagram in 2024, while spending on TikTok, YouTube, and Facebook will each pass $1 billion, per our forecast.

Search is pivoting toward AI chat. Google has its Search Generative Experience (SGE) and Bard. Microsoft has its new Bing and a partnership with OpenAI. These fundamental changes to search will change user behavior and monetization. Here鈥檚 how the new era of search will affect advertising for brands, retailers, and publishers.

TikTok is carving out a meaningful share of D2C ad budgets. TikTok went from being a nonfactor in D2C ad spending to accounting for 3.6% of it in Q4 2022, per Rockerbox. TikTok appears poised to extend these gains as D2C brands grow more adept at producing TikTok creative and as measurement capabilities improve. Offline channels are being deprioritized but still have promise.

A note on our upfront TV ad spending forecast: Estimating upfront spending as a function of total TV spending is an inexact science, since our upfront forecast is based on the seasonal year for TV programming鈥攚hich starts in the fall鈥攁nd our TV forecast is based on calendar years. Also, the upfront forecast is limited to national spending, while our TV forecast also encompasses local ads.

Meta enhances its retail media tools: New APIs and ad formats aim to drive in-store and ecommerce sales while offering retailers better attribution data.

TikTok buyer growth is on fire. Providers will jockey to partner with TikTok鈥攁s Stripe did on its tipping feature鈥攖o get a share of this volume. Others may embrace enabling livestream shopping more broadly. Twitter鈥檚 entry into payments could shake things up. Elon Musk is beginning to act on his payments ambitions through licenses and staffing.

UK retail sales are performing better than expected, with consumers still spending despite high inflation鈥攂ut ecommerce will lose further share this year as shoppers continue returning to stores and cut nonessential spending.

狈别迟蹿濒颈虫鈥檚 ad tier is less than two years old, but is growing due to its password-sharing crackdown and high demand for connected TV (CTV) advertising. One in 10 US Netflix users will opt for its ad-supported tier next year, and the company鈥檚 US ad revenues will surpass $1 billion, per our March 2024 forecast. Here are five charts demonstrating the progress Netflix has made 鈥攁nd the potential it still holds for advertisers.

The old form of social networking may be dying. But our forecast shows people spend more time on social platforms, so marketers need to be aware of what the new era of social media looks like. Gen Z and TikTok certainly dominate social media headlines, but Meta maintains a stronghold, even as it struggles to make new endeavors like Threads take off.

Musk gave advertisers a reason to leave Twitter. He exacerbated long-standing issues and created new ones. Six months into Musk-era Twitter, most brands aren鈥檛 ready to resume spending, largely because they don鈥檛 trust the man in charge.

51% of US teens and parents think teens spend the right amount of time on smartphones, while 64% think they spend the right amount of time on social media, according to October 2023 data from Pew Research Center.

In 2024, US consumer spending on online marketplaces will reach $468.33 billion, according to our forecast, with a significant portion of ecommerce sales shifting to these platforms.

Reddit, unlike most social media platforms, is growing: Facebook, Instagram, and even TikTok are seeing engagement drops, per Comscore data.

In-app purchases rebounded in 2023 after a down 2022鈥攂ut they still lag far behind in-app advertising as revenue-generating products.

Some of Gen Z鈥檚 favorite social media platforms claim a similar share of young users; but how they spend their time on the platforms vary, prompting marketers to align their strategies and investments accordingly. Instagram dominates direct messaging, while YouTube takes the lead on livestreaming and TikTok maintains its stronghold on short-form video. We delve into the three insights, with an actionable takeaway for marketers.

Among Gen Zers in the US, those who watch both digital video and linear TV spend 13.1 hours per week with TikTok videos and other user-generated content, per Hub Research.

In the US, TikTok will capture the attention of its adult users for an average of 55.8 minutes a day, with YouTube close behind at 47.5 minutes, according to our forecast. At the other end of the spectrum, Facebook鈥檚 adult users will spend just over a half an hour per day on the platform, while those of Reddit will spend only 23.6 minutes with it.

Instagram鈥檚 Threads updates after dwindling usage, X delays payouts amid other debts, and TikTok modifies its EU algorithm due to the Digital Services Act.

Gen Z favors a range of product discovery methods, cost-conscious spending patterns, and flexible payment options. Here are three crucial insights and actionable strategies to help brands capture Gen Z鈥檚 attention鈥攁nd dollars鈥攖his holiday season.

Nearly a third (32%) of US consumers decreased online spending in Q1 2024, according to Jungle Scout鈥檚 latest Consumer Trends Report. Here are five insights into how and where consumers shopped over the first quarter of 2024.

Social users in the US will spend more than half their daily social time watching videos in 2023鈥攗p from one-third pre-pandemic. But social video鈥檚 growth is slowing, suggesting there鈥檚 a limit to the amount people want to consume daily.

Gen Z is different from older generations. They are digitally native, spend more time watching videos, and have embraced the overlap between media and technology. But Gen Z has some particular habits marketers should pay attention to. Brands should make sure they鈥檙e staying relevant and avoiding stale content, promoting individuality, and helping Gen Z be their best selves.