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A quarter of US adults recently cut their spending on video streaming subscriptions due to inflation, per a Morning Consult survey. Slightly less cut back on music streaming subscriptions (24%) and cable or satellite TV (23%). Across all entertainment categories studied, more adults either didn鈥檛 pull back or didn鈥檛 pay for the product or service in the first place.

On today's episode, we discuss whether Threads can keep up its momentum, if TikTok Music can compete in the music streaming world, how engagement with the Women's World Cup will look, what to make of the Burger King rebrand, whether US consumers actually shop on social media platforms, who invented the first-ever hybrid car, and more. Tune in to the discussion with our analysts Ross Benes, Blake Droesch, and Max Willens.

Music and audio streaming adoption in Russia lagged the regional average. Only 42.6% of respondents reported using music or audio streaming services, significantly below the regional average of 54.3%. The suspension of service from international streamers like Spotify and Amazon Music likely lowered participation. The largest YoY change was in live TV viewership.

The rest will go to streaming radio from local and national broadcast stations, satellite services, and other online platforms that may offer ad-supported on-demand music and audiobooks in addition to more curated radio-like listening experiences. Click here to view our full forecast for US programmatic podcast ad spending.

Music is a big reason: 79% of ages 13 to 17 listen to music on YouTube, while 74% watch music videos on the platform. The combination of TikTok, Instagram, and Snapchat is still the essential social media starter pack for teens. Teen users are spending more time on TikTok than they do on Snapchat and Instagram combined, per our forecast鈥攂ut it鈥檚 decreasing overall.

Patreon鈥檚 new partnership with Sony will make select Sony Music podcasts available on Patreon, including 鈥淕etting Better with Jonathan van Ness鈥� and 鈥淭his is History,鈥� while its partnership with Wondery will make podcasts like 鈥淪camfluencers鈥� and 鈥淜iller Psyche鈥� available. Patreon will also offer listeners exclusive fan perks and content as part of the partnership.

Google and Meta landed slightly below expectations in Q3, allowing a collection of hungry competitors to inch ahead. But overall, the ad industry remains healthy. Sports events drove streaming and CTV to record gains, and retail media continues to be the sector鈥檚 fastest-growing ad channel.

On today鈥檚 podcast episode, we discuss the battle between linear TV and CTV, one mobile device metric that is going down, and a surprising finding about which age group uses YouTube the most. Join Senior Director of Podcasts and host Marcus Johnson, Principal Forecasting Writer Ethan Cramer-Flood, and Senior Director of Forecasting Oscar Orozco. Listen everywhere and watch on YouTube and Spotify.

Tech鈥檚 new bet鈥攍ow-cost EVs, ultra-thin phones, and vibe-driven music: Slate, Samsung, and Spotify each chase novelty鈥攙ia price, design, and personalization鈥攖o win over convenience-hungry consumers.

Patreon inked a partnership with Sony and Wondery in April that made select Sony Music and Wondery podcasts available on Patreon. As part of the partnership, Patreon also introduced exclusive fan perks and content for listeners.

Operating income surged to a record 鈧�509 million ($579 million), despite a 鈧�75 million social charges impact that left results slightly under forecast, per Music Week. Gross margin improved roughly 400 basis points YoY to 31.6%, slightly below Q4鈥檚 record but still ahead of projections.

This is the first installment of our biannual 鈥淯K Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.