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TikTok鈥檚 future is anything but guaranteed: While the app remains king of video for now, Meta and Google are making strides to steal market share.

In 2024, in-app video ads will capture over 30% of total US mobile advertising spend for the first time. Driven by placements in social media, YouTube, and OTT apps, in-app video ad spending will increase 20.4% YoY in 2024 to reach $61.11 billion. It will account for over half (58%) of the $105.93 billion in US video ad revenues and nearly 90% of mobile video ad revenues.

ByteDance's CapCut dives into the business sector: The popular app is introducing AI-driven tools to help content marketers.

Key stat: $6.19 billion (9.0% of US social media ad spend) will go to TikTok this year, according to our forecast. Marketers need to make sure they鈥檙e putting their TikTok budget to good use by choosing the right ad types for the right activations. Here鈥檚 an overview of in-feed versus Spark Ads on TikTok.

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.

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.

Meta is way ahead of competitors in US video ad spend, with 30.1% share this year compared with YouTube鈥檚 8.3% and TikTok鈥檚 6.5%, according to our forecast. TikTok is on YouTube鈥檚 tail as it gains share, but the short video newcomer won鈥檛 surpass YouTube before the end of our forecast period in 2025.

On today's podcast episode, we discuss whether this is the beginning of Amazon's decline, if the Internet is becoming more ad-free, whether shopping pairs well with streaming, where brands will shift their ad dollars during the Super Bowl as they lean away from X (formerly Twitter), ChatGPT creator OpenAI's deal with publishing giant Axel Springer, the most visited tourist attractions in the world, and more. Tune in to the discussion with our analyst Blake Droesch and vice presidents of content Suzy Davidkhanian and Paul Verna.

51.1% of US Snapchat users will come from Gen Z this year, according to our September 2023 forecast. TikTok is also dominated by Gen Z, with 44.7% of users coming from that age group.

On today's podcast episode, we discuss the travel rebound and how tech is helping it out, how Black Friday football (with a side of online shopping) performed this year, will X (formerly Twitter) go bankrupt next year, a new way to stream NBA games post-cable, what to expect from ChatGPT next year, why your passport is the color it is, and more. Tune in to the discussion with our forecasting writer Ethan Cramer-Flood, forecasting analyst Zach Goldner, and director of forecasting Oscar Orozco.

On today's podcast episode, we discuss how much audiobooks can move the needle for Spotify, how engaging its app is versus Netflix and TikTok, and how much of its podcast success is tied to Joe Rogan. "In Other News," we talk about how badly AI can hurt your company's customer service and why Google has called for a ban on personalized ads for minors. Tune in to the discussion with our analyst Daniel Konstantinovic.

Sponsored content and outstream video, two of native advertising鈥檚 most popular forms, are no longer found only on social media, which dominated this type of advertising thanks to its audience targeting capabilities. As these capabilities move to CTV and mobile, spending is shifting.

Summer is on the way, and the advertising landscape has already changed significantly since the start of the year. We checked in on data surrounding the biggest trends, including AI search (which is happening whether consumers want it or not), a TikTok ban (no one knows but be prepared), retail media (it鈥檚 exploding), and more.

On today's podcast episode, we discuss why social media platforms are less equipped to stop toxic content, the main ways AI will heighten brand safety concerns, and steps marketers can take to mitigate risk. "In Other News," we talk about whether brands repurposing vertical video ads for TVs can work and what Hulu adding its content to Disney+ means for the streaming universe. Tune in to the discussion with our vice president of content Paul Verna.

MrBeast will create a reality series for Prime Video: In a move that defies platform allegiance, YouTube鈥檚 most popular creator will help generate a hit for Amazon.

Although inflation, a strong job market, and a positive economic outlook are at play, three dominant ad channels are contributing to upward US ad spend. October saw a 3.2% YoY growth for the US ad market, marking the fourth consecutive month of spending increases, according to the Standard Media Index ad market tracker.

Expensive headsets aside, Apple already has the necessary developer, app, gaming, fitness, and streaming video ecosystems to build its next big thing.

TikTok鈥檚 recommendation oversight could usher in a new era for social media: The embattled app promised regulators access to its algorithm, which could mean similar changes for competitors.

On today's episode, we discuss a milestone for digital video, why TV lovers still love their TVs, and the relationship between digital audio and social networking. "In Other News," we talk about how many US shoppers use their phones to pay for things at the register and how many generative AI users there are in the US. Tune in to the discussion with our forecasting writer Ethan Cramer-Flood.

Short-form video is the hot topic of 2023 Newfronts: TikTok, Meta, and YouTube are all presenting as the dominant short-form app faces existential threats.

TikTok has broken social media with its addictive short-form videos, according to The Economist. While 鈥渂roken鈥� may be a bit strong, our analyst Debra Aho Williamson agrees that TikTok has irrevocably changed the way we engage with social media, including how much time we spend on the platform.

On today's podcast episode, we discuss whether Google's recent performance was actually good (or not), how YouTube turned things around, and what could trip up the digital giant in 2024. Tune in to the discussion with our analyst Evelyn Mitchell-Wolf.

On today's podcast episode, we discuss whether teens will need permission to access social media, if companies saying goodbye to the CMO role is a good move, Spotify's video plans, the path for ride-hailing firms, better ways to measure progress, and more. Tune in to the discussion with our analysts Ross Benes, Carina Perkins, and Max Willens.

Despite Meta鈥檚 strong year, ByteDance is close behind: TikTok owner鈥檚 $29 billion in Q2 revenues rivals US giant, which lags far behind in growth.

TikTok's privacy debacle deepens: Internal documents reveal ByteDance employees have been sharing user data on internal platform Lark, undermining the company's claims of robust security measures and stirring fresh concerns about potential security risks and ties to China