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My AI can surface Lenses and place recommendations via Snap Map, for example, and TikTok鈥檚 Tako can recommend videos to watch based on what users ask. That will resonate with Gen Zers, who lean heavily on creator and user-generated content (UGC) for product recommendations. Some 70% of US Gen Zers said UGC videos help them discover products to use and buy, per November 2022 Deloitte data.

In addition, time spent on social media has increased by 68% [during that same time frame] to nearly 90 minutes a day.鈥�. There will be 36.4 million baby boomers (or 53.8%) using social networks in the US in 2024, per our May 2023 forecast. Facebook is the most popular social media app used by boomers, per GWI. But TikTok, Snapchat, Reddit, and Instagram are also growing in popularity.

The news: Meta plans to roll out generative AI (genAI) characters on Facebook and Instagram this year in an effort to boost user engagement. Users can create the characters, which will have their own bios and profile pictures and can share and create their own content.

Pre-game video, interstitials, and rewarded ads continue to increase, and the pace should quicken as AI permits more personalization and easier production. 鈥淸With generative AI], you just have much higher levels of output ... because it鈥檚 easier and cheaper to create 惫颈诲别辞蝉,鈥� said Daniel Tchernahovsky, vice president of global business development at AppLovin.

But attention metrics can measure tangible factors like time spent on creative, gaze tracking, and audio engagement, offering a richer understanding of ad performance.

Similarly, 62% of US consumers ages 18鈥�34 have used or are interested in shoppable commerce鈥攚hich is defined as 鈥渂uying a product by clicking on a link directly within or next to a video on that site or the retailer鈥檚 product page,鈥� according to an April 2023 Bizrate Insights survey. What does it mean for retailers?

Video streaming is Gen Z鈥檚 top media consumption habit. Roughly 94% of the generation will stream video in 2023, per our forecast, with YouTube and Netflix as the top free and paid platforms, respectively. Social media is a tool for connection and discovery. For Gen Z, social media isn鈥檛 just a way of sharing videos and jokes and keeping up to date with family and friends.

Gaming revenues and time spent retrenched in 2022 following a couple of years of unsustainable growth. By most measures鈥攊ncluding the number of mobile gamers, time spent with mobile gaming, and in-game ad revenues鈥攇rowth during the pandemic was unsustainable. Virtual goods sales fared worse than other metrics, falling 8.0% in 2022.

Time spent with digital audio has also surpassed radio. It first did so in 2021, and the gap is now widening. This year鈥檚 gap will be 22 minutes in favor of digital audio. By 2025, it will be more than half an hour. To view the time spent with radio forecast, click here, and to view the time spent with digital audio forecast, click here.

Beyond triggering a purchase, virtual try-on technology encourages consumers to spend time with a brand, increasing brand awareness and potentially brand affinity. 3. Apps that go beyond loyalty. Many consumers use branded apps solely to keep track of loyalty points or discounts.

Mobile and video formats will be key to a recovering ad market in the years ahead.

Previously, we didn鈥檛 expect video to hit the 50% milestone until after 2024. With advertisers preserving more of their social video budgets during the downturn, this trend was accelerated.

Their time spent on media exceeds the global average in all key digital media categories. And in some areas, they rank at the very top. Saudi Arabia, for example, ranked No. 1 alongside the US among the 49 countries we surveyed for time spent on streaming and online TV. The UAE came in at No. 4 in this category, behind Egypt. Digital engagement, spending, and advertising are all very different.

They're not losing viewers or time spent, but their share goes down because they're kind of staying flat, and then other people are making a bunch of games.

Lance, who typically runs our video podcast, even though this one isn't one. Thanks to everyone for listening in. We hope to see you on Monday. We're Behind The Numbers daily: an 蘑菇AV podcast made possible by LiveRamp. Happiest of weekends.

Teen time spent on TikTok remains incredibly high. In May 2023, TikTok introduced a feature that requires underage users or their parents to enter a passcode to continue using the app once they鈥檝e spent 60 minutes on the platform each day.

How do you think a larger screen changes time spent or changes the behavior, our interactions with these devices? Yory Wurmser:. First of all, I think it makes streaming longer video more feasible. I think it'll make some over-the-top channels have more of their viewing on phones. And second of all, I think there are options like what you have on tablets.

The average Amazon Prime Video viewer will spend 22 minutes watching across devices in 2024鈥攋ust 1 minute more than in 2023, and only about a third of Netflix viewers鈥� time spent. Amazon is committed to investing in content, with an emphasis on live sports such as the NFL鈥檚 Thursday Night Football on Prime Video and plans to stream MLB, NBA, and NHL games through a deal with Diamond Sports Group.

Instagram, thanks to Reels, could naturally benefit from this migration with higher user engagement and time spent. Advertisers targeting TikTok's audience would need to reallocate their digital advertising budgets. Facebook and Instagram, with their vast user bases and sophisticated ad targeting capabilities, would likely be among the top alternatives for these advertisers.

As the number of search starting points increases, it鈥檚 imperative that marketers understand where their audiences are spending their time鈥攁nd why. For example, what attracts Gen Z to platforms like YouTube or TikTok are the personalities, rather than the brands themselves.

For August, a digitally native direct-to-consumer brand of period care products, TikTok gives more than it takes down. For example, in January 2020, its launch video was immediately removed by the platform. 鈥淚 still get videos taken down for what the app believes is graphic content,鈥� said August co-founder Nadya Okamoto. Still, Okamoto credits TikTok for helping her cultivate a community of nearly 4.5 million followers across her personal and brand TikTok accounts, as well as allowing her to open a dialogue for authentic marketing.

We hope to see you tomorrow for the Behind the Numbers weekly listen, an Emarketer video podcast, which will be guest hosted by Bill Fisher. You get a break from me. You're welcome.