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US adults spend nearly as much time watching Netflix as they do watching YouTube, per our forecasts. However, YouTube鈥檚 2024 gross ad revenues will be more than 17 times greater than Netflix鈥檚. Netflix receives most of its revenues from subscription fees, so it鈥檚 unlikely to mimic YouTube, which most viewers watch for free in exchange for putting up with many ads.

Ad spend would be transferred to Instagram Reels and YouTube Shorts, lifting prices there. A US ban could happen as early as mid-January, but as of now, marketers are operating as if it鈥檚 business as usual. Only about a third (32%) of people in the US support a government ban on the app, according to Pew Research from July/August.

Some apps, like YouTube, chose to stop using certain consumer data in order to comply with ATT without having to show a prompt, an approach it recently gave up on. Based on Google鈥檚 statement, Chrome users will make a single election that will apply to all their browsing activity.

It would also consolidate more power to Meta and YouTube and could lead to a reordering of the digital world. TikTok is a small(ish) but mighty part of the digital ad landscape. TikTok鈥檚 US ad business will be less than one-fifth the size of Meta鈥檚 in 2024, but it surpassed YouTube in ad revenues last year, per our forecast.

That鈥檚 3 minutes more than users will spend on YouTube and 19 minutes more than users will spend on Instagram. Virtually all TikTok time is spent on video. With the exception of Facebook, all of the social apps with the lowest time spent have struggled with video.

An impact on ad revenue or sense that creative work is being misrepresented in search results could lead YouTube creators to pivot toward alternatives such as Patreon or TikTok.

How can in-game ad buyers calibrate their ad spending and budget allocations against the market, and how can publishers and solution providers assess whether their ad revenues are in line with industry trends?

The partnership helps validate TikTok's evolution into a mainstream advertising platform, bringing its measurement capabilities in line with established players like YouTube and Roku. Independent measurement through Nielsen's clean room technology addresses growing industry demand for transparency and verified demographic data.

鈥淭ikTok had Charlie D'Amelio and the Music.ly crew to serve as an early example of what was possible to achieve, and YouTube has Mr. Beast,鈥� said Doug Landers, partner at talent management company Greenlight Group. 鈥淏luesky needs new faces to emerge that they can build their brand around.鈥�. Social platform fatigue.

Many creators post podcasts to YouTube, meaning advertisers can reach their audiences by advertising specifically on YouTube, rather than on podcasts across other platforms like Spotify and Apple Music. Attribution can be difficult on podcasts, where listeners engaged in other activities like driving may not purchase directly from ads the way they might on social platforms like Instagram.

Influencer marketing is a booming industry. But accessing the opportunity requires navigating a complex web of consumer preferences and platforms, and growing pressure to prove ROI.鈥�

2025 is the year marketers will get serious about the creator economy, according to our analyst Jasmine Enberg.

In September 2024, Shopee launched a new partnership with YouTube, enabling users to purchase products directly on the video-on-demand platform. Bukalapak.com exited ecommerce to seek greener pastures. Facing fierce competition, the company announced plans in January 2025 to cease selling physical goods on its platform.

It鈥檚 not just music platforms like Apple Music or YouTube Music with their own versions: Gaming platform Steam, grocery service Instacart, and many other apps across industries also roll out end-of-year personalized campaigns.

There are three notable exceptions: Messaging platforms like WhatsApp, gaming platforms, and services with educational content including YouTube are exempt from the regulations. This isn鈥檛 a blanket ban: Users 15 and under will still have access to platforms that allow them to see some content without creating an account. What now?

Create bite-sized videos for their most frequented social media platforms: YouTube leads for both Gen Zers and millennials, with Instagram and Facebook rounding their top three. Consider partnering with an influencer or building on social media trends to make content more relatable.

Methodology: Data is collected and analyzed quarterly by Dash Hudson, including posts from national and international companies across major social media platforms, including TikTok (n=917), Instagram (n=2,829), YouTube (n=684), Facebook (n=1,318), Pinterest (n=548), and X (755 companies) to ensure a comprehensive and representative sample.