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Gen Zers continue to overtake millennials in several prominent digital activities and platforms, including social commerce, podcasts, and Instagram.

No other digital activity on the chart above will post meaningful growth, although podcast time鈥攁 subset of digital audio鈥攚ill jump 5.5%. Traditional media activities will all decline. Total time with video continues to rise, despite TV鈥檚 struggles. Digital video is still on an upward trajectory, buttressing video overall.

Daily time spent with total audio鈥攊ncluding broadcast radio, music streaming (including audiobooks), and podcasts鈥攆ell 11.5% between H1 2022 and H1 2023. Broadcast radio lost 10 minutes YoY. It fell below 1 hour daily (59 minutes) for the first time since GWI started tracking it in 2019.

The new TV looks like YouTube: Forget old-school programming鈥擸ouTube鈥檚 Shorts, podcasts, and second-screen features are reshaping television into an interactive, on-demand experience powered by creators.

Features that provide constant access to platform services can reduce user frustration and encourage more time spent in the app. Our take: Although Spotify has invested in new content areas such as music videos and podcast comments, it鈥檚 a primarily audio application.

The news: US adults are increasingly dependent on digital platforms for news, with social media and video overtaking traditional news outlets for the first time. 54% of US adults get their news from social media, per the Reuters Institute鈥檚 2025 Digital News Report, compared with 50% from TV news and 48% from news websites and apps. Our take: Linear platforms could offer personalized news digests and mobile- and social- friendly content to reengage younger users, while advertisers should diversify their campaigns across social media platforms to follow fragmented user engagement.

鈥淲e're using [MMM] for high-level media planning and budgeting,鈥� Echo Sandburg, chief brand officer, CP Skin Health Group US, said on a recent 鈥淏ehind the Numbers鈥� podcast.

On today's special podcast episode, we continue our monthly show where we discuss the biggest trends of the moment and the newest research, sprinkle in some analysis, and bundle it up into a quiz. Every month, three of our analysts representing their respective coverage area teams compete against each other. (We also encourage you to play along at home.) We keep a running score and will crown a winning team at the end of the year. Today, we cover the future of AI devices, shopping Amazon from your social feed, what happens now that the Hollywood strikes are over, and how Amazon is expanding. Tune in to the discussion with this month's contestants: our vice president of Briefings Stephanie Taglianetti and analysts Evelyn Mitchell-Wolf and Carina Perkins.

Key takeaway: 鈥淢arketers should consider all of the little corners of the internet where Gen Z spends time,鈥� Droesch said. For example, invest in Twitch to reach Gen Zers interested in gaming or podcasts for those interested in politics. 鈥淏ecause Gen Z is so digitally savvy, there鈥檚 more value in these different microcommunities.鈥�.

Though marketing budgets are under scrutiny in this tight economy, it might make sense to consider integrating audio advertising into your marketing mix. That鈥檚 because listener growth is picking up for podcasts and audio formats overall. Audio ad formats also have unique features to help marketers.

Audio generates relatively little ad revenues per listener and time spent. Making the case for investing in audio ads in 2024. Where and how Gen Alpha consumes content: From YouTube to Netflix to Roblox. Guide to podcast industry: Top platforms, key audience stats, and ad trends.

In October, the company started managing podcast comments through auto-moderation because the task of approving comments had become burdensome for podcasters. 鈥淲e get a lot of people commenting 鈥� previously, the costs of moderation were just prohibitive for a company like us, so that鈥檚 been a great boon for us,鈥� Spotify CTO Gustav S枚derstr枚m said on the Q4 earnings call.

Daily time spent with both traditional and digital media is in a slight decline worldwide, marking an end to the rapid digital acceleration of the past few years, according to the 13th edition of our Global Media Intelligence Report, which features insights from a GWI survey of media and device usage across 47 countries. 鈥淭hese aren鈥檛 fundamental drops,鈥� said Jason Mander, GWI鈥檚 chief research officer. But waning media engagement marks a shift in the way consumers are responding to their social and economic environments.

This is likely a combination of an increase in animated video consumption, along with passive viewing during activities like breastfeeding. 78% of mothers have listened to a podcast, according to Edison Research. This is up from 69% in 2023. The number of mothers who listened to a podcast in the last week jumped to 43% from 32% in 2023.

Mobile app install ad spending is on the rise, and more video content on social media means an increase in time spent on platforms. Plus, click and collect remains a popular option for grocery buyers. Our forecasters laid out some good news for advertisers.

Current measurement solutions aren鈥檛 perfect, but consumers have made themselves clear: Podcasts are here to stay. Current attribution solutions can provide directional insights while meaningful progress is made by podcast distributors and measurement providers. Consider video podcasts. Thanks in part to social video clips, video podcasts are becoming increasingly popular.

Podcasts are gaining popularity. Podcasts provide an opportunity for in-depth industry discussions and thought leadership in a way that resonates with B2B audiences. In a 2024 HubSpot survey, 91% of marketers said they plan to maintain or increase their 2025 investments in podcasts and audio content. In addition, 50% plan to increase their podcast advertising, per Madison Logic.

Evaluate advertising to Gen Zers via podcasts. More like this:. Social media overtakes search engines for discovery among Gen Z and millennials. There isn鈥檛 a clear go-to platform for social search among Gen Z. Gen Z Technology and Media Preferences 2024. Path to Purchase: Moving from Awareness to Conversion webinar.

Alex Cooper, co-founder of the popular 鈥淐all Her Daddy鈥� podcast, launched the Unwell Network under her production company to recruit top creators like Alix Earle to start their own shows. Remi Bader, a fashion influencer who has amassed more than 2 million followers on TikTok, advised creators: 鈥淏uild your brand out, think about every platform.

鈥淚f you look at how teens spend their time on Instagram, they spend more time in DMs than they do in Stories, and they spend more time in Stories than they do in-feed,鈥� Adam Mosseri, Instagram鈥檚 head, said during an episode of the 鈥�20VC鈥� podcast. TikTok may be moving toward messaging and other private social engagement features, according to Axios.

鈥淚 will not be surprised if there is significant tension and lawsuits between the two companies to arrive at a deal,鈥� our analyst Paul Verna said on an episode of the 鈥淏ehind the Numbers鈥� podcast. Industry experts are valuing Hulu at upwards of $40 billion, and with good reason. Hulu is one of the few major streaming services that is seeing a profit, said Verna.

While Meta struggles with innovation and attracting younger users, at Snapchat, innovation and Gen Z users are in high supply. So why is the company struggling? 鈥淪nap doesn鈥檛 lack when it comes to innovation,鈥� our analyst Jasmine Enberg said on a recent episode of our 鈥淏ehind the Numbers鈥� podcast. 鈥淏ut there are serious questions about the health of its core business, and it really needs to focus on turning those things around.鈥�

As 2024 heads into the last quarter, the tech and media landscapes face pivotal shifts. From a potential AI backlash to new Google consent workflows, and TikTok鈥檚 future, these medium-term predictions, shared by our analysts on a recent two-part episode of 蘑菇AV鈥檚 鈥淏ehind the Numbers鈥� podcast, spotlight the challenges and opportunities that may lie ahead.

While modestly below analyst expectations, the platform鈥檚 continued growth鈥攁longside a surge in TV viewership and podcast consumption鈥攕ignals that marketers are leaning into premium digital video as cord-cutting continues, per our March forecast. Smaller platform Peacock is turning its business around.