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鈥淎s we're starting to see more AI-driven influencer identification tools emerge, it's actually going to be much easier for marketers to focus on things like engagement rates and creative alignment,鈥� said our analyst Jasmine Enberg in our "Behind the Numbers" podcast. Here are some of the social and creator economy trends to watch in 2025, according to our analysts. Search dollars move to social.

The wide-ranging format鈥攚hich includes streaming music, podcasts, and radio delivered via the internet鈥攆irst surpassed terrestrial radio time spent in 2021. As with video, digital audio鈥檚 growth is supported by the variety of devices used to stream content, including smartphones, tablets, smart speakers, and in-car audio. Radio鈥檚 minutes are declining slightly each year.

In today鈥檚 episode, we talk about how much debt consumers have, which buckets it lives in, and the likelihood of a 鈥榙ebt jubilee鈥�. Join the discussion with host and Head of Business Development Rob Rubin, Senior Analyst Grace Broadbent and Senior Director of Forecasting Oscar Orozco.

鈥淩etail media makes product [searches] worse,鈥� Brian Morrissey, founder of The Rebooting and former president and editor-in-chief of Digiday, said on a recent episode of the "People vs Algorithms" podcast. 鈥淚t introduces all of the bad incentives that have defined digital media in the commerce experience.

Nearly three-fourths of Gen Zers discover new media content on social media (72%) and on YouTube (71%), according to December 2024 data from Toluna, Coraly Partners, and Halford Media Advisory.

Visual podcast sponsorships are opening new avenues for targeted audience reach. Creator partnerships are establishing deeper connections with social media audiences. Our take: The fintech sector's advertising evolution signals a crucial moment in the industry's maturation.

"I expect that new devices that are mobile [like smart glasses] are going to become more important for commerce specifically," our analyst Yory Wurmser said in an episode of the "Behind the Numbers" podcast.