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Nearly 80% of the world鈥檚 internet users are on social media. This landscape is still dominated by Meta in most markets, but use and ad spend is shifting away from Facebook and toward TikTok. Here are five charts capturing the worldwide state of social.

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鈥檛 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.

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.

In the US, TikTok will capture the attention of its adult users for an average of 55.8 minutes a day, with YouTube close behind at 47.5 minutes, according to our forecast. At the other end of the spectrum, Facebook鈥檚 adult users will spend just over a half an hour per day on the platform, while those of Reddit will spend only 23.6 minutes with it.

On today鈥檚 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.

TikTok broadens effort to call out state-controlled media: US, China among countries added to labeling program in bid for greater transparency.

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

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.

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.

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.

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

German grocery retailer Lidl launched a TikTok Shop pop-up in the UK, marking one of the first major grocery retailers to experiment with TikTok鈥檚 ecommerce capabilities.

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.

The Canada coverage in the Global Media Intelligence Report includes poll results from internet user respondents in H1 2023 conducted by GWI.

An ultimatum by the Biden administration gives ByteDance no recourse but to sell TikTok鈥攚hich China鈥檚 government doesn鈥檛 seem likely to allow鈥攐r 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.