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Kao joined Snap late last year; previously, she led award-winning campaigns at Spotify and spent 17 years at creative agencies. Her appointment follows a period of hands-on leadership by former CCO Colleen DeCourcy, who launched Snap鈥檚 鈥淟ess social media. More Snapchat.鈥� campaign and recently stepped down.

Among active users, TV remains strong, Netflix and Spotify dominate, and social media is in trouble. In the preceding sections, time spent metrics were calculated against the entire US adult population. In this section, we examine how much time active users spend per day with their chosen media.

Streaming and messaging services: Spotify and Snap. Ecommerce companies: Shopify and Etsy. Telecom providers: Verizon and AT&T. Google services: YouTube, Gmail, Drive, and Nest. The details: Cloudflare, whose customers also experienced service issues, blamed Google Cloud for the disruption.

YouTube鈥檚 share was more than four times as big as the shares claimed by any other ad-supported service鈥攁d-supported Pandora represented 3%, while ad-supported Spotify, SiriusXM, and Amazon Music each represented 2%.

For Gen Zers鈥攚ho prioritize experiences over transactions鈥攖his model aligns perfectly with how they engage across ecosystems like TikTok and Spotify, where relevance and novelty drive loyalty. Go further: Read our report 鈥淯S Digital Buyers by Demographic 2025.鈥�.

Apple was also fined 鈧�1.84 billion ($1.99 billion) last year over its anti-steering practices after an antitrust lawsuit filed by Spotify. Meta previously addressed DMA violations by allowing Instagram and Facebook users in the EU who don鈥檛 pay for ad removal to see fewer full-screen, unskippable personalized ads.

The news: Cursor, a coding assistant built by Anysphere, is the latest viral AI tool that鈥檚 being used by OpenAI, Instacart, Spotify, and Major League Baseball to accelerate coding workflows, per Bloomberg.

Spotify is the top platform for digital audio in the US, with 105.8 million listeners this year, followed by Amazon Music (54.2 million) and iHeartRadio (51.5 million). Use this chart: For marketers and brand partners, this milestone signals a deeper shift in media habits鈥攁nd more premium, ad-free environments.

YouTube is the most popular podcast platform, while Spotify also remains popular with listeners and Netflix is gearing up for video podcasts. Why it matters: As media consumption habits shift, advertisers need to follow audiences where they鈥檙e most likely to engage.

Zooming out: This launch comes as new tools from Adobe, Amazon, and YouTube are helping marketers make scalable, personalized generative AI video ads, Spotify recently introduced generative AI audio ads, and Meta鈥檚 plan to automate ad creation by 2026 echoes TikTok鈥檚 Symphony push: AI-generated campaigns tailored by platform, persona, and placement.

On today's podcast episode, we discuss whether Facebook actually has a young person problem, what will be the most popular kinds of interactive ads, if Amazon鈥檚 鈥楯ust Walk Out鈥� cashierless technology has found a new home, can a 鈥楽辫辞迟颈蹿测 for news鈥� like service work, where Americans are moving too in the country, and more. Tune into the discussion with analysts Evelyn Mitchell-Wolf and Max Willens, and vice president of Briefings Stephanie Taglianetti.

YouTube鈥檚 jack-of-all-trades identity could also be a limiting factor in its ad take.It has more overall users than Facebook, Netflix, or Spotify and a greater amount of total raw engagement (in terms of time spent). But its identity as a leading social media platform, premium video provider, or audio streamer isn鈥檛 always entirely obvious.

Spotify is looking at lossless audio, DJ mixing functionality, and superfan perks for its upcoming Spotify Music Pro tier to push upgrades. Apple Music Classical, is expanding content partnerships with orchestras and making its app available on desktops. Amazon Music is bundling subscriptions with Audible for possible audience discovery and cross-pollination.

Spotify rebrands ad platform, expands features: Ads Manager reflects a notable shift toward programmatic growth and expanding advertiser appeal.

When considering content growth outside of new movies and TV shows, Netflix should also embrace the trajectory of Spotify, said Verna鈥攚hich has expanded beyond its music streaming reputation through video podcast offerings and partnerships. 鈥淢aking that brand flip or changing the perception is a very tall order, but I think Netflix has the capacity and the resources,鈥� he said.

Spotify said its goal is to boost the number of audiobook authors on its platform and make audiobook narration more cost-effective. AI everywhere: Spotify is incorporating AI throughout its offering. Its 2024 Wrapped campaign featured personalized AI-generated podcasts powered by Google鈥檚 NotebookLM. Some users were put off by it and called out the AI podcast hosts鈥� odd language and robotic tone.

In context, artists need 500,000 Spotify streams at $0.004 each to earn $2,000, per Unchained Music. Virtual events such as concerts present a viable venue to promote and engage fans without having to rely on streams or book large arenas. Metallica, for instance, has appeared in a Fortnite concert and an Apple Vision Pro immersive concert.

It partnered with Spotify Premium and can use other tie-ins and products to sustain rapid growth.

Spotify never rolled out its Premium Mini option in the US. The mobile-only plan with ad-free music and limited offline listening didn鈥檛 get a wide release perhaps to avoid losing higher-paying subscribers.

While CreatorIQ named Netflix the most dominant brand on TikTok and Instagram, Spotify was the most dominant brand on YouTube. Spotify also had the total highest EMV in 2024, which is tied to its high creator retention rate (83%), according to the report.

Spotify has used them for a while, offering free-tier users 30 minutes of uninterrupted listening after watching a video ad. The format is showing up in ecommerce. For example, Fox ran a rewarded advertising campaign on Amazon homepage in 2021, offering Amazon credit as a reward.