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That said, there are still many questions about Threads ads, including whether they will be text, video, or images. And privacy concerns over Threads’ data collection policies could hamper Meta’s monetization efforts. Threads could increase engagement on Meta’s platforms. Twitter and Instagram have plenty of user overlap.

But video viewing will still be the most popular activity on tablets. To view the full forecast, click here. Digital video viewers and monthly audio listeners still outnumber digital gamers. But the lines between gaming and video are blurring as live gaming video content soars. Growth in digital gamers is approaching that of video watchers.

On today's episode, we discuss what to make of Meta's new Threads app, whether the internet is becoming more like TikTok, the argument against "click to cancel," ad-supported versus ad-free video streaming, how shipping works, and more. Tune in to the discussion with our forecasting writer Ethan Cramer-Flood and analysts Zach Goldner, and Evelyn Mitchell-Wolf.

And I think now what we're going to see and what we're already starting to see with some of this short form video stuff and this AI stuff and a price hike, is Spotify trying to figure out what's next.

And it's kind of demonstrating indirectly that it's finding some success in terms of more time spent on its platforms because of that. So it's kind of sort of an indirect way to monetize generative AI that I think is pretty viable. (13:06):.

You mentioned the households, we have Amazon Prime Video viewers, nearly half of Americans, 46% already, which is not bad going, but obviously, Ross, you make this point quite a lot, and I think it's a really important one, time spent on the platforms can vary quite a lot.

Video share of average daily social network time. So put another way, of all the time you spend on social networks, how much of it do you spend watching video? And that number has gone from just over 30% to close to 60% from before the pandemic to today. So what we are consuming on social media does seem to be changing. It does seem to be more and more video.

We hope to see you tomorrow for the Behind the Numbers Weekly Listen video podcast from eMarketer. For the video version, head to YouTube at insider intelligence/podcasts, or for the audio version, it's in the same places as before, Spotify, Apple Podcasts, et cetera.

Today's facts, sir, what's the record for the longest amount of time spent in space? Any guesses? Yory Wurmser (01:14):. Man? Some of these, I think some of the Russian cosmonauts were there for over a year. I'm going to say 390 days. Marcus Johnson (01:21):. Jesus. How did you know this? It's as crazy close.

That's a larger jump than Tubi has made in the last year market-share-wise or time-spent-share-wise. Share-of-time-spent-wise. There we go. Marcus Johnson (21:02):. Mm-hmm. Evelyn Mitchell-Wolf (21:02):. But-. Ross Benes (21:03):. And just to be clear because people might think, "Oh, 2.5 isn't much," that's total television. So-. Evelyn Mitchell-Wolf (21:03):. It's a lot. Marcus Johnson (21:03):.

I went and looked at the different bundles put together how big they might be together, and so in terms of time spent watching TV recycling back to the Nielsen numbers we talked about at the beginning, they break out the different traditional players, but they also break out all the streaming services.

We hope to see you tomorrow for the Behind the Numbers Weekly Listen, the Ä¢¹½AV video podcast made possible by Walmart Connect.

And radio as well. 11% of people's time spent with radio, same as digital audio, but just 3% of the share of ad dollars for radio. Story two. Danny in another article, you write that Netflix lowers CPMs and rethinks its Microsoft deal after months of slow ad growth.

Incorporate short-form video into search advertising. Consumers are spending more time with digital video, and younger audiences gravitate toward this content online. Since most consumers also turn to search engines to get answers to health-related questions, it’s natural some would be drawn to watching a relevant video. Accept that CTV is the future.

And I'm wondering how much this could start to affect social media, time spent, time spent on devices in general. I think we're going to see more and more of this pushback against the use of social media, but particularly with kids. There was an article, BBC article I was reading, they were talking about a new two-part docuseries bill that's airing in the uk.

The whole event was really geared around helping particularly larger creators pivot more towards long-form video and giving them strategies for optimizing that, and that to me was just a clear indication of how essential these creators are to TikTok in order to make this long video push work, and long video, of course, is essential for TikTok to build itself into an entertainment powerhouse that can take

We have time spent on TikTok by users in the US at about 54 minutes this year, according to our latest estimate of time spent per day. Which is just six minutes shy of Netflix and well ahead of any other social app. So it's clearly strong in media. Its ad business is also already in full swing. It's not as big of course as Meta or Google, but it is growing significantly faster.

The sentence that I picked from this article was, "Time spent with social media can't increase forever and new apps need to wrest loyalty from other platforms to be successful." I think that's true of Lemon8, that's true of Threads, that's true of any other app. We do see that there is a plateau coming in time spent on social networks.

I mean, the other thing here is there's a lot of room to grow, because even though it is such a significant player, in terms of time spent, our numbers suggest that it's just accounts for 12% of all the time spent watching connected TVs. Just 12%, YouTube's at 26, Netflix at 21, it is in third place with 12%, Disney+ has 3% for reference, but just 12% of the pie, that could definitely grow.

While time spent watching linear TV is still well ahead of time spent with social networks, TV time is falling, not growing. As marketers plan for a post-TV future, they must also continue to invest in advertising on social platforms to reach those audiences. Companies that cling to TV despite its challenges with measurement and targeting will be left behind. Instagram vs.

Same as time spent on the platform. Stuck at 30 minutes, nearly 30 minutes behind TikTok, 15 minutes behind YouTube and four minutes behind Twitter as well. It's not ideal. Jasmine Enberg:. No, but there's another interesting stat from our forecast on time spent though. If you look at Gen Z users of Snapchat, their time spent is actually still growing. It's growing slowly, but it's-. Marcus Johnson:.

While Amazon is a leading channel for many basics, social commerce is gaining traction as time spent with social media increases—with the help of influencers, discounts, and user testimonials. Clothing, groceries, and beauty products are popular digital purchases. Clothing is the top category across age and gender.

It's behind Netflix and Hulu in terms of average time spent by users, but it has a lot more users than either Netflix or Hulu, or any streaming platform or any social network including TikTok for that matter.

On today's episode, we discuss password sharing and live sports on Netflix, what the definition of "convenience" is, if awards shows have turned things around, where we spend time with connected devices, sweetgreen's plan to automate all stores in five years, who invented the card game Uno, and more. Tune in to the discussion with our director of forecasting Oscar Orozco, vice president of Briefings Stephanie Taglianetti, and analyst Max Willens.