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TikTok pointed out the inroads it’s making in live shopping, noting that the number of TikTok Shop Live sessions hosted per month in the US nearly tripled in 2024. However, live shopping still isn’t particularly popular in the US. Only 27.9% of social shoppers said they’d seen shopping-related videos on social media, per our US Social Commerce survey. TikTok also pointed out its areas of growth.

The NFL Christmas Day games shattered streaming records: the Chiefs-Steelers matchup drew 24.1 million viewers, while the Ravens-Texans game attracted 24.3 million, making them the most-streamed NFL games in US history. The broadcasts drew the highest Christmas Day viewership among 18- to 34-year-olds since Nielsen began tracking in 2001, with 5.1 million US viewers in that demographic.

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Luxury ecommerce gets a boost from wealthy shoppers: Our Industry KPIs data shows that spending from top-tier consumers offset softening aspirational demand.

US Amazon Ecommerce Forecast 2024 (Subscription required). Retail Media Search Forecast and Trends 2024 (Subscription required).

Shoppers were willing and able to spend this holiday season: Even as consumers focused on value, sales rose 3.8% YoY from November 1 to December 24.

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US retail media ad spend will reach $62.35 billion in 2025, a growth of 20.0% from 2024, per our November forecast. It would benefit retailers to court as much of that spend as possible. Retailers can do that by enhancing their existing data by thinking creatively about targeting.

At stake is an expected $75.60 billion in US BNPL payment volume this year, per Insider Intelligence forecasts. Related content: Check out our US Buy Now, Pay Later Forecast 2022 spotlight report to learn about the factors influencing the sector’s growth in 2022.

This report is a guideline to help marketers understand connected TV through market size estimates, growth projections, and analysis of the complex landscape of ad buyers and sellers.

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How we got here: Stronger economic headwinds, tighter competition, and evolving ecommerce trends affected growth and profitability for Klarna and Sezzle last year. Both companies cut costs to help preserve their bottom lines: Sezzle plans to cut nearly 20% of its staff, with Klarna taking similar steps in May and September.

The trend: Live women's sports viewership more than doubled this year from 2022 levels, according to our forecast. That translates to nearly 5 million consistent viewers, though this represents less than 5% of total live sports viewers in the US. Major events like the Olympics and NCAA finals attract approximately 10 times the viewership of a regular season pro-sports event.

Consumers take a cautious approach to back-to-school shopping: To drive shoppers to spend, Macy’s revamped its Epic Threads brand, Kohl’s added Limited Too, and Old Navy offered cash back.

Higher-income consumers feel the pinch of soaring inflation: US retail sales growth slowed to 2.9% year-over-year in March as spending on big-ticket items slowed.

With consumers pulling back on discretionary spending and many retailers (and our US Retail Sales forecast) expecting retail sales growth to slow, many merchants are examining their portfolios of stores to evaluate their growth prospects. That will likely lead to more flagship stores in urban centers closing their doors as the economy slows.

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Connected TV (CTV) will be the fastest-growing major ad format in 2023, despite a downward revision in our latest forecast. Time spent on CTV is also showing big gains.