While a number of premium beauty brands have started selling via TikTok Shop since it launched in the US in September 2023, luxury fashion labels have been hesitant to set up in-app storefronts and use the platform for more than marketing. Senior luxury buyers are a key audience for livestreaming.
Social media advertising on Facebook, Instagram, TikTok, X, Snapchat, and Pinterest heavily targets mobile devices. This, along with consumption of mobile video (particularly YouTube), is driving the shift to mobile spending. Daily time spent with mobile devices will be 4 hours, 8 minutes (4:08) this year, per our forecast. Click here to view our full forecast on Canada digital ad spending by device.
TikTok Shop is the most prominent player in livestreaming ecommerce for now (as the potential US ban looms), and Pinterest is ramping up its presence too. But retail-first sites like Amazon Live鈥攚hich hosts daily livestreams from brands and creators鈥攁re key to wider adoption.
That鈥檚 more than the 47 minutes US adult TikTok users will spend on the social platform per day, according to our estimates. For brands, more time spent listening to podcasts means more opportunities to monetize.