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Gaming opportunities for advertisers flourishing: IAB PlayFronts unveiled insights into how marketers can meet gamers where they鈥檙e at.

It鈥檚 working with NBCUniversal to bring hyperspecific shoppable advertising to sports livestreams on Peacock. Walmart and NBCU teamed up again for shoppable ads during Thanksgiving Day NFL games.

The streaming service scored two crucial Christmas Day NFL broadcasts that will put its livestreaming capabilities to the test after a choppy boxing match between Jake Paul and Mike Tyson. Our take: The box office has enjoyed strong results in 2024 that are likely to continue through the holiday season as consumers look for in-theater experiences.

When it comes to watching livestream videos, Gen Z females prefer TikTok, while Gen Z males skew toward YouTube. Gen Zers appreciate the tailored content social video offers. Because relying on the algorithm is easier than conducting a search, around 60% of Gen Zers in the US lean toward social video, according to Deloitte.

And I agree with you on all of those points and you know that I am not all in on live streaming. And we've talked about this a lot actually. One of the things I say all the time about TikTok is that yes, it's been a boon for so many businesses, but building a sustainable business off of virality is very, very difficult.

TikTok Shop generated more than $100 million in sales on Black Friday, driven by over 30,000 livestreams from creators and sellers. Target鈥檚 Black Friday store traffic spiked 16.8% YoY, per Placer.ai, helped by its status as the exclusive retailer for Taylor Swift鈥檚 Eras Tour book and for the CD and vinyl editions of 鈥淭he Tortured Poets Department: The Anthology.鈥�.

Luxury brands are grappling with downturns in the US and China, the largest markets for personal luxury goods, and will have to seize opportunities for growth from new markets and product innovation.

Social commerce is gaining momentum in the UK鈥攚ith sales set to double by 2028鈥攁s major brands join TikTok and as more people shop on social platforms.

Walmart and NBCUniversal began a partnership last year to bring shoppable advertising to sports livestreams on Peacock, allowing advertisers to tap into connected TV鈥檚 (CTV) hyperspecific targeting capabilities. Walmart and NBCU teamed up again for shoppable ads during Thanksgiving Day NFL games, and other partnerships are likely to follow.

Retail livestreaming ecommerce sales growth is far outpacing total retail ecommerce. In 2024, retail livestreaming ecommerce sales growth in China will reach 25%, while livestreaming retail ecommerce buyers will increase by only 5.8%, per our forecast. This translates to higher spending per buyer via livestreaming.