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The youngest US generation is already online and outnumbering its teen counterpart on digital video and gaming platforms.

鈥淭hat鈥檚 more powerful than spending dollars to drive awareness.鈥�. If brands consider the longevity of these launches within broader marketing strategy, gaming becomes a path to "build relationships with consumers for generations to come," said Irina Shames, chief commercial officer at Open World.

Average daily time spent in digital games will rise 1.5% in the US this year to reach one hour and three minutes (1:03) per person, per our January forecast. Total game ad revenue will jump 5.7% this year to $8.6 billion, per our March forecast. Many popular games, like Fortnite, Roblox, and Marvel Rivals, are not story-driven or single-player. Use this chart:.

CES 2025 emphasized a shift to platform-agnostic ecosystems as cloud gaming, e-sports, and cross-platform play redefine the industry

Gaming became a popular online activity during the pandemic. Growth may be slowing, but it鈥檚 not shrinking, meaning that the majority of those who picked up the hobby during the pandemic have become long-term users.

Meta's WhatsApp brought in over $1 billion in business revenue in 2024, per our December 2024 forecast. For Discord, their association with video game players has proven to be both a strength and a challenge when approaching how to fold in advertising. 44% of US teens who self-identify as gamers use Discord, according to Pew Research.

Twitch can enhance revenue-sharing models to retain top talent and attract more creators. It can also introduce AI-powered moderation and personalization features to engage audiences. Promoting itself beyond gaming content can lead to opportunities like streamed events or long-form video.

AppLovin exits gaming in $900M sale to focus on AI-driven adtech: The company sells its entire "apps business," shifting its strategy to prioritize ad mediation, automation, and performance-based advertising.

Saudi Arabia spends nearly as much time gaming as it does streaming. The country continues to take the top spot for both activities, as time spent with gaming reached 1:50 this year and time spent with online TV/streaming reached 1:53. However, only the former is a result of an increase in time, as time spent with streaming has taken a dip in most of the region.

Our take: Beyond its console and PC gaming implications, the Activision Blizzard acquisition will help make Microsoft a giant of the mobile game industry, where ad revenues and consumer spending are both expected to surge.

A top spending category for purchases made on the debit card was gaming, which grew 46% YoY. Square. The number of omnichannel Square sellers grew 12% YoY. They leaned on discounts to lure in shoppers, offering on average a 19% discount. Square鈥檚 restaurant sellers got a 12% transaction boost from the holiday weekend.

Content spending will tighten. With billions committed to live sports rights, media companies may further deprioritize scripted programming in favor of lower-cost unscripted content, putting creative innovation at risk. Licensing deals could stall.

It is influential among other communities as well, such as video gamers. We expect YouTube鈥檚 run to continue and estimate double-digit annual increases to its CTV ad revenues through the end of our forecast period in 2027. The best way to measure Hulu and Disney+ comes down to judgement calls.

Our debut worldwide digital gamer forecast reveals that growth has slowed considerably, mainly because gaming is already a common and popular activity for internet users in almost every country. But some markets are more enthusiastic than others.

High audio listenership and time spent this year means limited growth. Subscription revenues will be healthy, as most listeners pay to limit ads. And Spotify will lead in nearly every metric, though several platforms are doing well.

Nearly 71% of Gen Zers are digital gamers, per our forecast, and they鈥檙e likely to spend 3 to 6 hours gaming every week, according to a February 2023 poll conducted by Morning Consult. This is one of the few digital arenas where Gen Z beats millennials not only in penetration but in size鈥攂y nearly a million users, according to our forecast.

Doctors use entertainment as education: Video games keep physicians鈥� skills sharp long past medical school.

Target is counting on newness to drive discretionary spending. The retailer is betting on partnerships with Warby Parker, Champion, and Disney to lure shoppers. It will also add products to its home and toys, gaming, and sports assortments to capitalize on those categories鈥� growth potential, as well as expand its private-label food offerings. It鈥檚 improving the ecommerce experience.

Key stat: 53% of US consumers love or like playing video games, according to April 2024 data from Collage Group. Among Gen Z, that figure increased to 72%.

Gen Z spends the most time on social media. Gen Zers ages 18 to 24 spend more time on Instagram, TikTok, and Snapchat than any other age group, according to our forecast. These platforms become community spaces where they interact beyond simple messaging: They share memes and new interests, video chat, and collaborate on content.

The creator economy is maturing. While brand deals are still the No. 1 revenue stream for creators, more are going directly to consumers to monetize.

With AI revenues soaring and Azure scaling, Microsoft is doubling down on infrastructure to lead tech鈥檚 next wave, even as regulators circle.