蘑菇AV

How advertisers adapt: If platforms lose the ability to collect data from and target ads to minors, advertisers will experience significant signal loss when looking to reach young consumer demographics. That loss could cause marketers to shift budgets elsewhere and adjust strategies.

A titan of video: YouTube straddles the lines of streaming, digital video, and social media, trumping rivals across several sectors and commanding more than $40 billion in worldwide ad revenues. Even as time spent with media growth begins to taper off, digital video鈥檚 share of those minutes is increasing, setting YouTube up for continued success.

There wasn鈥檛 much variation in viewership rates among different demographic groups. TV usage across gender, age group, income, and household location was fairly consistent, pointing to the format鈥檚 pervasiveness in China. Music streaming鈥檚 88.6% penetration rate made China No. 1 in the world. That was a gain of 12.0 percentage points YoY.

Big themes included the evolution of the creator economy, advancements (and hesitation) around AI, and marketing across shifting channels and demographics. Key Question: What were the key takeaways from South by Southwest (SXSW) 2025 for brands and marketers?

In Japan and Hong Kong, younger demographics have clearly pivoted toward apps with shorter-form video and chat-first functionality like TikTok and Snapchat. Even in tech-forward regions like Singapore and Taiwan, users appear to be cycling out of Facebook in favor of more tailored or entertainment-heavy platforms like iQIYI and Bilibili.

While legacy display formats may be a cost-effective way to hit reach metrics, there is also a chance that consumers in certain demographic groups may be tuning them out. Ad blocking is an industrywide problem. Don鈥檛 make it worse. The rise of ad blocking is, on some level, a tragedy of the commons.

Gen Z is a key demographic for Pinterest; according to the platform, 65% of its 2025 priorities are driven by Gen Z. While millennials will make up its largest userbase in the US (28.7 million) next year, per our forecast, Gen Z is its fastest-growing demographic; we expect Pinterest to have 24.4 million Gen Z users next year, a 4% bump YoY.

Moreover, banks should meet Gen Zers where they are: social media. As recession fears grow, educational social media campaigns on budgeting and investing could be another way to win over this demographic. More like this:. FDIC gives potential buyers more time to bid for SVB. Yellen and the Fed check in after the banking sector鈥檚 rough week. Paytechs emerged mostly unscathed from the SVB fallout.

Regulators have also restricted platforms鈥� ability to collect data from minors, limiting advertisers鈥� access to sought-after demographics. The UK鈥檚 DMCCA is likely to result in some similar restrictions, though industry input could soften the ultimate outcomes.

Methodology: Estimates are based on the analysis of survey and web traffic data from research firms and regulatory agencies, the growth trajectory of major video sites, major social networks, major gaming sites, historical trends, internet and mobile adoption trends, and demographic adoption trends.

Why it matters: Short-form video platforms have become significant drivers of music discovery across demographic groups and regions. According to 2023 Nielsen data, Black US consumers primarily discover new music through video platforms like YouTube (55%) and social media channels (53.5%).

AI for consumers: Popular with key demographics and one of the leaders in time spent with social media, Instagram is serving as Meta鈥檚 testing ground for new features and initiatives like search advertising and Instagram Threads. Its popularity makes it the ideal space to test consumers鈥� appetite for AI. Sentiment around AI is generally low.

Social media: Platforms like Facebook, Twitter, and YouTube reveal valuable information on users鈥� interests and preferences. Studying different demographic groups on these platforms can help FIs create targeted advertisements for these groups based on what they鈥檙e consuming. FIs can also use social media platforms to connect and engage with customers and prospects.

Nearly half (45.5%) of its audience is the coveted Gen Z demographic, ages 12 to 24. In many ways, TikTok has become the center of the internet for this generation. It鈥檚 where they go to be entertained, keep up with news, search for products, and make purchases.

The social media landscape is shifting. Economic challenges, new competition, and governmental scrutiny are pushing the major global platforms in different directions.

Segment your target audiences for email, text, and paid social by factors such as intent to purchase, prior behaviors, and demographics, and tailor your message accordingly. While more granular targeting can be pricier, the payoff is significantly higher. 5. Boost customer loyalty.

Gen Z and millennials are particularly likely to discover brands through mobile game advertising compared with older generations, and 45% of consumers from these demographics are interested in buying products while gaming.

It鈥檚 easy to be pessimistic about the state of social media in 2023. But while challenges will persist, the shifting landscape will also give rise to more opportunities for marketers to reach social audiences.

Gen Zers turn to social media for product discovery, research, and purchase. Slightly more than half of Gen Zers who purchased a new product in the past six months discovered it on social media, according to our 2024 US Consumer Path to Purchase survey. TikTok and Instagram are the leading social media platforms for product discovery.

. #8: Social media. What fueled interest: As one of the top ad spending categories, social media is central to marketing strategies. But at the same time, it鈥檚 a sector full of change and challenges that requires consistent monitoring to maximize performance. 2024 was the year Instagram expanded its creator marketplace and tested unskippable ads.

鈥淏rands will focus on connecting with audiences through shared values and beliefs, crafting campaigns that go beyond demographic targeting to create deeper, more authentic connections,鈥� he said. One way to do this is through in-person events and activations.

Methodology: Estimates are based on the analysis of survey and web traffic data from research firms and regulatory agencies, sales projections, historical trends, company-specific data, and demographic and socioeconomic factors.