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Walmart, TalkShopLive, Qurate expand livestream commerce options to bring in holiday shoppers: But celebrity guests may not be enough to overcome limited consumer adoption and awareness.

TikTok is intent on growing livestream sales: The platform plans to open live studios and is testing ways to make all content shoppable, even as retailers shift focus to shoppable TV.

From retailers drawing shoppers in-store by leaning on creator content to the emergence of livestream ecommerce influencers and the potential consolidation of retail media networks, our analyst-led predictions offer a glimpse into the future of shopping and advertising. We explore each, weighing the arguments for and against their likelihood in shaping the year ahead.

While social commerce is on the rise in the US, livestream commerce has yet to take off. In addition, advances in technology (like ChatGPT) may help jumpstart voice commerce adoption. Here鈥檚 what marketers need to know to take advantage of the increase in physical and digital shopping channels.

Some of Gen Z鈥檚 favorite social media platforms claim a similar share of young users; but how they spend their time on the platforms vary, prompting marketers to align their strategies and investments accordingly. Instagram dominates direct messaging, while YouTube takes the lead on livestreaming and TikTok maintains its stronghold on short-form video. We delve into the three insights, with an actionable takeaway for marketers.

TikTok is using creator payouts to boost Shop adoption: The platform is offering some influencers cash incentives for reaching sales or livestream goals.

On today's episode, we discuss the significance of Google's ChatGPT rival Bard, whether Instacart's shoppable TV QR codes can be a hit, if Fanatics can crack the US livestream shopping code, whether Twitter allegedly shedding users is a short-term issue, where (and how) we listen to music, and more. Tune in to the discussion with our director of reports editing Rahul Chadha and analysts Blake Droesch and Evelyn Mitchell.

Walmart Connect is teaming up with NBCU to power ads in sports livestreams: The partnership is part of Walmart Connect鈥檚 growing CTV ambitions, which includes an expanded deal with Roku.

On today's episode, we discuss whether there's room in people's streaming lives for the new service "Max," the significance of Montana preparing to become the first state to ban TikTok, why Expedia wants ChatGPT to be your travel advisor, a March Madness finals ratings surprise, YouTube TV launching its multiview feature, where the tradition of sports jersey numbers being retired came from, and more. Tune in to the discussion with our forecasting writer Ethan Cramer-Flood, director of Briefings Jeremy Goldman, and director of forecasting Oscar Orozco.

The news: Netflix's inaugural broadcast of two NFL games on Christmas Day marked a significant milestone in the platform's push into live sports, with the company experiencing fewer hiccups than previous livestreams and eagerly reporting viewership in "over 200 countries"鈥攁n enthusiastic count that exceeds the UN's 195 recognized nations.

It is also investing heavily in promoting livestream shopping, which has been a major part of Chinese counterpart Douyin鈥檚 quick rise as an ecommerce powerhouse. How can brands and retailers set themselves up to win the holiday season? Prioritize holiday experiences that will draw foot traffic to stores.

Paramount鈥檚 CBS has a news livestreaming service with original content like additional morning news shows. Disney-owned ABC News has also gotten its most prominent news personalities to host additional livestreaming shows. This isn鈥檛 Comcast鈥檚 first rodeo with news streaming, either. MSNBC has experimented with uploading broadcasts of popular shows like 鈥淢orning Joe鈥� to Peacock.

The platform expects this Christmas to be 鈥渋ts biggest retail moment yet鈥� thanks to surging growth in livestream and ad sales. TikTok expects UK ad revenues from retail and ecommerce brands to jump 58% YoY in Q4. The platform is preparing for millions of consumers to shop via livestream commerce in November and December and anticipates triple-digit Black Friday growth.

The number of shoppers jumped by 165% YoY during the period between Black Friday and Cyber Monday, bolstered by livestreams from the likes of Nicki Minaj and Canvas Beauty founder Stormi Steele. TikTok Shop is also set to play a bigger role in holiday sales this year: 31% of users have already bought a gift from the marketplace or plan to, per CivicScience.

Est茅e Lauder, H&M, and Inditex鈥檚 Zara have also established a foothold on the platform to take advantage of Chinese shoppers鈥� affinity for livestream commerce and to offset slowing growth from China鈥檚 two largest ecommerce retailers, Alibaba and JD.com. Is it working?

Almost half (47%) of Gen Zers say their favorite form of video is social video or livestreams, per October 2023 Deloitte data. Adult Gen Zers will spend 8 minutes more on TikTok than TV daily this year. Some of them are already watching full TV shows and movies in segments on the app.

Latin America sees livestream ecommerce explode: We unpack the opportunity in the region as outlined in our recent deep dive.

Brands can satisfy this want and build community by offering livestreams, direct messaging, and newsletters or working with creators who use these tactics. But in order for consumers to actually want to engage with these communities, brands need to know how their consumers communicate. 鈥淓ach of these communities has their own memes, trends, and even language.

An outage for a high-traffic live event like Netflix's jeopardizes the intended audience of a livestream ad spot. But it also positions brands to potentially capitalize on a cultural moment. While advertisers can鈥檛 control the technological reliability of a live event, they can develop a contingency plan to stay connected to their target audience during an outage.

The dreaded loading symbol, ad breaks that cut in at unnatural times, and gaps in content meant for ads during a livestream are all quality issues viewers may experience in streaming environments.