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Ad-supported streaming is on the rise as viewers opt for cost-friendly options from platforms like Netflix and Disney+. With audience fragmentation increasing, advertisers must adopt smart, performance-driven strategies to stay effective in the evolving connected TV landscape.

Our take: The inclusion of news content in social media services will help boost engagement from the 54% of US adults who sometimes or often get their news from social media, per Pew Research Center. Meta AI, which is omnipresent in Facebook, Instagram, Messenger, and Threads, has the opportunity to combine generative AI (genAI) functionality with reliable news sources to drive interest and adoption.

As Latin America鈥檚 digital revolution marches on, advertisers and retailers must keep pace with how and where consumers are spending their time鈥攁nd money鈥攊f they wish to maintain a competitive edge in today鈥檚 rapidly evolving business environment.

US audiences are used to video ads, meaning the fast-growing format won鈥檛 feel intrusive to them. That means US advertisers are investing heavily in the format. The US鈥檚 lead over China is also because of social media鈥檚 high ad spend in the US. Total social network ad spend in China this year ($38.64 billion) will be less than the US ($48.89 billion), per our forecast. 2.

While nearly half of US adults believe that AI could help them find products and services, ambient anxiety about the technology鈥檚 spread is growing, and fast. The share of US adults who said they were 鈥渕ore concerned than excited鈥� about AI鈥檚 use in daily life was over five times greater than the share that said the opposite, according to an August 2023 survey from Pew Research Center.