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The biggest chunk of time spent with mobile in the US (34.5%) will go to video, so advertisers looking to reach mobile users may look to digital video platforms like YouTube and TikTok. Ads served within retailer apps can also be a good way to reach consumers close to time of purchase. 3. Gen Z is sold on social commerce.

In the past two years, Amazon Prime Video, YouTube TV, and Apple TV+ have exclusively licensed NFL Thursday Night Football, NFL Sunday Ticket, and Major League Soccer, respectively. In addition, Max, Peacock, and Paramount+ have doubled down on sports rights, while ESPN is pivoting from a cable network to a D2C streaming service.

The proliferation of shoppable media on platforms like TikTok, YouTube, and Instagram has helped to normalize this kind of purchasing for consumers. By 2027, 40.0% of all US internet users will be buying via shoppable media. CTV is also rapidly becoming shoppable. CTV viewers are used to QR codes on ads, but click-to-order will be commonplace soon as well.

The network will offer on-site search and display ads, as well as off-site ads via YouTube and connected TV (CTV). CTV is a smart channel for Expedia to include鈥攖he travel industry has a higher average engagement rate per impression (1.2%) on CTV than both retail (0.9%) and finance (0.7%), according to December 2023 data from Brightline.

YouTube is Google鈥檚 secret weapon in social search. With long- and short-form content on everything under the sun from millions of creators and a world-class search infrastructure, it鈥檚 more than equipped to compete with social giants. YouTube, not TikTok, is Gen Z鈥檚 most-used platform for social search, according to our July 2023 survey.

YouTube crushes TikTok in total minutes. Combined with its longer videos, YouTube鈥檚 enormous user base (236.1 million monthly viewers in 2023) will help the digital video platform amass 9 billion total daily minutes of view time in 2023. On average, TikTok users spend more time per day on TikTok than YouTube users spend on YouTube.

Instagram (57%) and Facebook (56%) are the most popular platforms among those who plan to buy holiday gifts via social media, followed by TikTok (43%) and YouTube (38%), the same survey found. In 2024, US social commerce sales will total $82.82 billion, according to 蘑菇AV鈥檚 forecast.

Further, 72% of global professionals said they used YouTube to research executives and employees at B2B firms, up from 47% in 2021, per Qnary. This suggests that an up-to-date and positive brand presence on YouTube is imperative. It鈥檚 influential for educational content and thought leadership. B2B influencers on YouTube can share expert opinions, research, and analysis.

Saudi Arabia and the UAE have some of the most digitally engaged consumers in the world. Here鈥檚 how they stack up globally.

Twitch, Meta, and YouTube remain the big players. Despite concerted efforts to close the gap by Facebook and YouTube, Twitch remains the global leader in livestreamed GVC hours watched, according to a March 2023 report from StreamElements and data analytics platform Rainmaker.gg.

YouTube and TikTok are their preferred free ad-supported video platforms. YouTube will capture 86.6% of Gen Zers this year, while 66.7% will be on TikTok. However, Gen Z makes up only about a quarter of YouTube鈥檚 user base鈥攂ut almost half of TikTok鈥檚. This means content on TikTok is more likely to be seen by Gen Z than any other generation.

One notable exception: YouTube, which will represent about a third of programmatic CTV ad spending this year. But advertisers will spend about $2.50 with walled gardens for every $1 they spend on the open web. Walled gardens offer scale and consistency. While some platforms skew toward certain demographics, they typically have large, relatively stable user bases.

Google鈥檚 own studies show that exposure to the same ads six or more times per week dramatically reduced ROI鈥攁nd it was extremely common to see the same ad far more frequently than that on YouTube. YouTube advertisers should use these tools to put a cap on exposure.

YouTube: Standing on the Shoulders of Giant Partnerships. YouTube is integral to the modern experience of music listening. As mentioned above, music content streamed through YouTube accounts for the second-largest share of time spent listening to audio content among US adults (13%), according to Edison Research.

Platforms known for short-form video are still seeing positive gains this year, including TikTok with time spent and YouTube Shorts viewers. Short-form video can be a powerful tool for driving mobile purchases, which is why marketers should focus on creating compelling, bite-sized content, lean on creators, and experiment with newer social commerce channels such as TikTok Shop. 5.

Instead, they flock to YouTube for research, at 65.6%. TikTok plays a major role in Gen Zers鈥� bank research. It鈥檚 second only to YouTube. And usage is much higher compared with other age groups: 43.8% among Gen Zers versus 25.0% on average across generations and 24.1% among millennials. Banks compete with friends, family, and influencers on social media for credibility in the eyes of Gen Zers.

Where relevant, we compare social network time to YouTube time, but YouTube is not included in our social network time spent forecasts. Daily social user minutes will be up just 2.1% in 2023. At 1 hour and 47 minutes (1:47), that鈥檚 only about 2 minutes more than last year. Next year, growth will fall to near zero.

Meta, TikTok, and YouTube are focused on video commerce. All three platforms have rolled out shoppable video ad formats, which have been shown to boost conversion rates by as much as 30%, per Net Solutions.

TikTok and YouTube are in a close battle for short- and medium-length video viewing time. TikTok users will spend 54 minutes per day with the platform this year, compared with YouTube users鈥� 49 minutes. How Our Forecasts Account for Multitasking.

Netflix boasts the highest time spent figure among users by any media company in the US, eclipsing even TikTok and YouTube (51 minutes each). We have projected Max and Peacock for the first time, and they are both on an upward trajectory. Warner Bros. Discovery鈥檚 Max (formerly HBO Max) and Comcast鈥檚 Peacock are younger than the four platforms that lead them in the chart above.