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The hardware decline: We forecast that 86% of US households will use a connected device this year, climbing to 89.4% by 2028. That relatively slow growth and high penetration means CTV manufacturers can鈥檛 rely on hardware sales alone to drive revenues. However, CTV advertising is lucrative and can more than make up for the losses.

We expect US social network video ad spending to total $48.89 billion this year (not including YouTube), up 24.6% YoY. In fact, spending on social video is expected to surpass linear TV ad spending next year in the US. That鈥檚 good news for social platforms since growth in time spent with social video is slowing, as is social video鈥檚 share of average daily time spent on social networks by users.

OpenAI considers its approach to ads: The $157 billion company explores monetization strategies to diversify revenue streams.

Even an influx of new retail media networks (RMNs) will not chip away at the share of ad spending allocated to the top two powerhouses.

In China, ecommerce channel ad spending represents over 38% of total digital ad spending, and ecommerce search spending accounts for 64.0% of total search. Could the US figures reach similar heights?

TikTok鈥檚 top brands pulled back spending after ban signing: Ad spend growth slowed in the month after the ban was signed, and major retailers like Target reduced spend.

We expect US creator revenues from social media tipping and gifting to rise by 39.8% YoY in 2024鈥攆aster than any other revenue stream. Click here to view our full forecast for US social media creator revenues. Loyal fans tip to give back to their favorite creators. Only 6.2% of US consumers preferred to support creators by sending them tips, per April 2023 data from the Influencer Marketing Factory.

Still, with the lion鈥檚 share of total US retail sales driven by brick-and-mortar, physical stores represent a sizable white-space opportunity to expand first-party data monetization. Retail media鈥檚 digital ascent has created momentum for physical stores as the next frontier. Online retail media has grown exponentially and will exceed $54 billion in ad spend this year.

On Nov. 20, the US Department of Justice (DOJ) recommended Google be mandated to sell Chrome as part of an ongoing antitrust case that could upturn digital marketing. It's a change intended to increase competition, and marketing experts think it will.