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But in 2025, these gamified programs won鈥檛 necessarily be tied directly to a purchase, said our analyst, Suzy Davidkhanian on our 鈥淏ehind the Numbers鈥� podcast. Retailers will use gamification this year to bring consumers to their stores and websites and to collect consumer data for their media networks, focusing on a lasting consumer relationship rather than a single purchase.

41% of US advertisers expecting budget cuts due to tariffs plan to cut from social media, while 24% plan cuts to linear TV and gaming, per February 2025 from the Interactive Advertising Bureau (IAB).

鈥淲hile 76% of Target guests use the app while they're in store, that number jumps up to 90% for Gen Z,鈥� said Nikhil Sharma, senior director of performance and insights at Roundel on a June episode of our "Behind the Numbers" podcast. And it鈥檚 not just Target where consumers are looking at retail apps.

Gen Z leads in digital usage by most proportional measures. However, social network use cuts across categories, influencing video viewing and digital buying.

And it created a revenue-sharing program for podcast hosts. Spotify suggested it will soon launch a new 鈥渟uper premium鈥� tier on its Q3 earnings call, which would include higher sound quality and 鈥渁 bunch of other things,鈥� according to CEO David Ek. The company will have to find a way to keep growing revenues this year.

AI voice tech reshapes content marketing: ElevenLabs is helping brands scale multilingual campaigns and allowing creators to monetize their voices鈥攂ut trust and authenticity remain concerns.

Podcast advertising鈥檚 growth holds its lead. Podcasts continue to add advertising revenues at a faster pace than the rest of digital audio. Even so, podcast ad revenues won鈥檛 reach a third of total digital audio ad revenues until 2025. Podcasts are gaining user time more quickly than the rest of digital audio.