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Plus, creators are increasingly starting podcasts to build and grow their audiences outside of social media. Video podcasts are on the rise, with YouTube leading the pack. Listeners are increasingly gravitating toward video podcasts. YouTube said it reached 1 billion monthly podcast users earlier this year.

Social Network Video Ad Spending. Social Network Ad Spending, by Format. Social Network Ad Revenues, by Company. Social Network Video Ad Revenues, by Company. All 蘑菇AV forecasts were updated in March 2024 except where indicated. *蘑菇AV forecast updated in December 2023.

Ecommerce everywhere, TikTok and social video, and generative AI are the top three trends that retail marketers worldwide are watching this year, according to a November 2023 MediaOcean survey conducted by TechValidate.

More than half of advertisers worldwide are extremely or very confident in their ability to measure social media, video, search, and display marketing ROI, according to Nielsen.

As connected TV (CTV), streaming video services, and social video take off, video advertising has increased rapidly and will grow 20.8% YoY in 2024 to reach $108.15 billion. Most industries that are digital laggards spend heavily on TV and are in the midst of shifting their budgets to digital video.

In contrast, stylized social media videos expose new mothers to idealized portrayals of motherhood, which can lead to increased anxiety and envy, according to a March 2024 study by University of Nebraska鈥揕incoln scholar Ciera Kirkpatrick. Facebook, TikTok, and Instagram are the leading platforms among mothers.

Yeah, advertisers have finally fully committed to social video, and there's a lot of different reasons for this, including of course, consumer popularity, but also more precise targeting capabilities and lower costs associated with social video ads.

2024 was a year of legitimacy for the creator economy. 2025 will be a year of professionalization, as creator content scales beyond social media and marketers focus on proving the ROI of their growing influencer marketing investments.

We expect adult users to spend more than an hour (69 minutes) with social video on average this year, which is about 61% of their total time on social networks. But time spent will peak this year among adult social network users. They will spend an average of 1 hour, 54 minutes (1:54) per day on social networks in 2025, according to our forecast.

This is the Q1 2025 installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

The news: The 2025 NBA Finals drew just 10.2 million viewers on average, among the weakest results in two decades鈥攜et Game 7 peaked at 19.3 million, the highest since 2019. Traditional ratings miss the full picture, though: social views on NBA Finals content soared 215% year over year to 5 billion. Our take: Gen Z sports fans are watching differently鈥攙ia highlights, short clips, and mobile-first formats on YouTube, Instagram, and TikTok. TV still matters, but leagues like the NBA must master new distribution models. With streaming growth and a massive $76B media deal in place, the future is already digital.

The news: TikTok tweens and teens who make popular 鈥淕et ready with me鈥� skincare routine videos may be harming their skin. The takeaway: Amid the closer social media scrutiny, skincare health brands should be clear about products that are not made for young skin. Social media teams need to be aware and proactive when interacting with tween and teen content creators.

This is especially notable when looking at time spent among users on social video, which will barely budge this year and next. Meta鈥檚 shaky start to 2025 hasn鈥檛 materially impacted ad spend鈥攆or now. Content moderation changes haven鈥檛 resulted in advertiser pullback. At the start of this year, Meta announced plans to end its fact-checking program and pivot to a 鈥淐ommunity Notes鈥� model instead.

Marketers face rising pressure from tariffs, triopoly dominance: Growth is coming from mid-tier platforms and smarter strategies, 蘑菇AV analysts say at Possible conference.

We estimate that adults will spend 3:50 per day with online video this year鈥攊ncluding social video鈥攃ompared with 1:40 in 2018. That will rise to over 4:00 over the next two years. But health and pharma ads on social platforms are being more heavily scrutinized. Lawmakers are urging the FDA and Federal Trade Commission to more closely collaborate on regulating prescription drug ads online.

Advertisers will spend $52.25 billion on US social video ads in 2024, per our forecast, a 30% increase YoY. Video advertising will be one of the main engines of social ad spending growth over the next few years: Nearly three-quarters of the incremental ad spending going into social networks through 2028鈥攎ore than $34 billion鈥攚ill go to video, according to our forecast.