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US users consume an average of 3.9 hours of online content daily, while Canadian users consume around 3.7 hours. Yes, but: The findings confirm that digital content like mobile social media and CTV are an increasingly important touchpoint for advertisers as audience attention shifts—but that major challenges persist.

Citing security concerns, the bill now goes to Gov. Greg Gianforte, who banned TikTok on state-owned devices. TikTok is pushing back, but other states could accelerate all-out bans.

Our latest forecasts for CTV and digital video viewers in Canada show that audiences are now a match for linear TV and exceed it in some age groups.

On today’s episode, host Bill Fisher is joined by our analysts Paul Briggs and Man-Chung Cheung and forecasting writer Ethan Cramer-Flood to talk about the TikTok bans currently in place around the world. They consider if the pressure building on TikTok in the US could fan out to other countries.

This week, marketers lean on AI for creative campaigns, connected TV (CTV) audiences take action on ads, and TikTok maintains the most active audience across social platforms. Key stat: Consumers don’t want ads to feel so personal. Some 94% of consumers across the US, UK, and Canada prefer contextual ads over identity-based ads based on browsing history, per GumGum survey data.

The 18 countries surveyed were: Argentina, Australia, Brazil, Canada, China, France, Germany, India, Italy, Japan, Mexico, South Africa, South Korea, Spain, Switzerland, United Arab Emirates (UAE), the UK, and the US.

Same in Canada. TikTok is under investigation right now by the Office of the Privacy Commissioner for alleged privacy violations.

Influencer marketing is maturing and diversifying. While the turmoil at TikTok and the escalating trade war are causing temporary uncertainty, the industry will remain resilient as momentum around influencer marketing grows.

50% of Americans support a government ban on TikTok, with higher support among Republicans and older Americans. Continued scrutiny could be TikTok’s downfall.

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.

Ads managers are the main driver of programmatic direct ad spending, which has become the primary method of programmatic advertising in Canada in social media and connected TV.

Is it the same in Canada, Paul? Paul Briggs (10:05):. Yeah, pretty much. Bill, I think I am just in the writing a report on our social users forecast for Canada. So this is very fresh gated for me and it is a little bit alarming on how many children, how many teens are engaged in social media. Obviously as Powell mentioned, TikTok, Snapchat are really strong with the teen demographic.

Respondents represented Australia, Canada, the UK, and the US.

An ultimatum by the Biden administration gives ByteDance no recourse but to sell TikTok—which China’s government doesn’t seem likely to allow—or risk being banned.

The company is getting more serious about building out its agency ecosystem: Last year, Reddit announced its first independent agency partnership with Tinuiti, and chose Omnicom as its flagship enterprise partner in both the US and Canada, WPP for a commerce advisory partnership, and IPG Mediabrands as its first global enterprise partner.

In most countries, TikTok bans are currently limited to government devices. But global and international marketers who rely on TikTok need to be ready to pivot their strategies in case a broader US ban causes a ripple effect in other markets.