蘑菇AV

Shifting the social video model from clout to connections and creativity challenges a system built on followers, likes, and influencer dominance. It might have a difficult time swaying creators who have successfully monetized existing models.

Significant additional shares will go to YouTube and social video (TikTok, Instagram Reels, etc.). However, FAST is making notable gains, while social video and YouTube are starting to lose share. Click here to view our various forecasts for shares of US time spent with digital video. The rise of FAST bodes well for the current market leaders.

Reels and Shorts are gaining users and adding ad options. They still lag TikTok in several key areas, but now is the time for video advertisers to give them another look.

Daily social network time is reaching a plateau, as the explosive growth in social video is approaching a saturation point. Even growth in time spent with TikTok is slowing, a sign that there鈥檚 a limit to how much social video people want to consume daily.

Gen Z鈥檚 interest lies mainly in social video on apps like TikTok and Instagram Reels鈥攖he 18-to-24 age bracket has a penetration rate of 97.8% of internet users. Digital video penetration of all age groups combined is 84.9%. Only seniors have a usage rate under 75%. As with TV, content providers deliver programming that appeals to every age group.

The news: YouTube is no longer just a social video platform鈥攊t鈥檚 a media juggernaut. According to MoffettNathanson, the Google-owned platform pulled in $54.2 billion in revenues in 2024, second only to Disney. In 2025, it鈥檚 expected to take the top spot, excluding Disney鈥檚 theme parks and product revenues.

Facing signal loss and challenging macroeconomic conditions, advertisers are pumping the brakes on social network ad spending. But social video is shining through the gloom.

This year, TikTok will ride the social video wave to become the third social platform with more than 100 million users in the US. But text-based platforms are also set for a revival thanks to Instagram Threads, Bluesky, and even Meta鈥檚 Messenger.

With or without TikTok, social video is here to stay. But social search and messaging will also demand marketer attention, especially as shopping gets more social. Political polarization will disrupt an already fraught social landscape. Social media is more politically divided than ever.

This likely reflects audience growth on TikTok and other social video platforms. Another potential factor driving the rise of social display eCPMs is social media鈥檚 younger demographic groups鈥攅ssentially users who are hard to reach on linear TV and, to some degree, on connected TV platforms.

Just as Facebook became the platform that defined millennials鈥� social media experience, TikTok is cruising toward a similar status for Gen Z鈥攂ut it鈥檚 taking a different route.

On today鈥檚 episode, we discuss what a looming Netflix and TikTok rivalry might look like, the potential consequences of monetizing influencer marketing on the social landscape, how the rise of retail media will affect social platforms, and more. Tune in to the discussion with our analysts Jasmine Enberg and Debra Aho Williamson.

The social video app鈥檚 absence on US app stores cost ByteDance an estimated $142 million in lost consumer spending, per Appfigures, as cited by Bloomberg. Even so, its future in the US remains unclear in the face of a 75-day extension for ByteDance to sell its US operations or face a ban.

US social video spend is still growing, reaching 45.2% of total digital video ad spend, or $48.89 billion, this year, per our March 2024 forecast. But that share growth is slowing, with rates increasing just 1% between 2024 and 2026.

This year, 78.3% of people in the US will be digital video viewers, per our February 2024 forecast. With US adults splitting time between streaming platforms and social video, marketers need to understand how to reach viewers in both places. This can be difficult as ad spend and content creation trends shift. Here are five charts to turn the volume up on your digital video marketing strategy.

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.

This year, time spent with digital video will officially surpass time spent with TV among US adults. Video advertising is also moving toward digital as advertisers set their sights on connected TV and social video, and even take advantage of retail media networks鈥� video opportunity. Whether you鈥檙e pitching a video ad campaign or reevaluating a tight ad budget, here are five charts that will help with the how, what, where, when, and why of video advertising. Whether you鈥檙e pitching a video ad campaign or reevaluating a tight ad budget, here are five charts that will help with the how, what, where, when, and why of video advertising.

On today's podcast episode, we discuss how advertisers should adjust their plans based on social video time's slowing growth, whether people will spend more social media time on connected TVs, and the ratio between ad spend and time spent on social networks. "In Other News," we talk about whether TikTok can become a more traditional social network and getting paid to watch ads on a new socially conscious social media app. Tune in to the discussion with our analyst Debra Aho Williamson.

Nearly three-quarters of US TikTok users will also use Instagram this year, making it the most popular alternative to the social video app, per our forecast. That鈥檚 good news for Instagram Reels, which is positioning itself as a viable successor in the event of a US TikTok ban.

TikTok Shop became available across the US last week. The social video platform has a lot to gain in retail and ad revenues, but it risks facing the same challenges Meta has had with social commerce on Instagram鈥攗sers' reluctance to actually complete purchases in app. But with sister app Douyin setting the blueprint for TikTok鈥檚 social commerce endeavors, the platform isn鈥檛 starting from scratch. Here鈥檚 a look at TikTok鈥檚 social commerce strategy and potential in five charts.

US advertisers aren鈥檛 far behind consumers when it comes to the adoption of social video. We expect them to spend $56.56 billion on social video ads next year, over $5 billion more than what they will spend on linear TV. Most (72.6%) of social video ad dollars will go to Meta, but TikTok will remain the fastest-growing social video ad platform in the US. Advertisers have committed to social video.

Growth will come from a small user base, even though social networks, video platforms, and retailers have spent half a decade pushing consumers toward livestream shopping. Despite these efforts, livestream shopping hasn鈥檛 become big business in the US like it has in China.

Among the major video formats, social video is growing time spent the fastest. Adults will spend 6.6% more time with video on TikTok, Facebook, Instagram, and the like in 2024 than they did in 2023 (equating to 4 additional minutes per day for social video). By comparison, time with sub OTT video will increase by 5.7%, and time with YouTube will increase by 4.0%.

Others might be desensitized to AI voiceovers due to their prevalence on social media videos. Our take: AI narration tools could help independent authors gain traction, especially those without publishers to foot the bill of narration recording.

Social video (TikTok, Instagram Reels, etc.), YouTube, and free ad-supported streaming TV (FAST) are also gaining share, but they are falling further behind sub OTT nonetheless. Click here to view our forecast for time spent with TV or various forecasts for time spent with digital video by activity. Sub OTT will account for nearly half of all time with digital video this year.