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Nearly 2 in 5 internet users in both Latin America and the Middle East and Africa will use TikTok at least once a month this year, per our forecast. In North America, more than 1 in 3 will use the platform monthly. Asia-Pacific lags well behind every other region we track in terms of TikTok user penetration, but that鈥檚 largely because the platform is blocked in India.

The news: Unilever will spend half of its ad budget on social media and work with 20 times more influencers as part of its new 鈥渋nfluencer-first鈥� strategy, per CEO Fernando Fernandez. The move is one of Fernandez鈥檚 first major decisions since he replaced previous CEO Hein Schumacher earlier this month.

US President Donald Trump鈥檚 shifting trade policies will have ramifications for US brands that do business with Latin America. This FAQ addresses the most pressing questions for companies as they navigate new tariffs, supply chain disruptions, and the potential rise of new competitors.

NBC News now expands: The service is bringing 24/7 free streaming to Mexico, Brazil as digital news consumption soars across Latin America.

While no marketing data can yet be compared for the FIFA Club World Cup, FIFA World Cup Qatar 2022 audience numbers are eye-popping:. 5 billion in total media engagement. 2.9 billion in linear TV. 2.7 billion in digital/streaming. 2.2 billion in social media.

Emerging markets from Southeast Asia and Latin America will fill out much of the rest of the top 10. India and South Korea will be the only two countries in the top 10 for both ecommerce growth and total ecommerce sales. Click here to view our full forecast for retail ecommerce sales growth, by country. Our country-level projections have not changed much in 2024.

"Our own research shows that social media is Gen Z's favorite place to discover new brands and products," said analyst Rachel Wolff. "Given that, I think it makes sense for Unilever to really go after those audiences and target them where they are.". The move also helps Unilever distinguish its brands from private-label competition.

Nearly 80% of the world鈥檚 internet users are on social media. This landscape is still dominated by Meta in most markets, but use and ad spend is shifting away from Facebook and toward TikTok. Here are five charts capturing the worldwide state of social.

Trump鈥檚 tariffs on key trade partners may drive up prices for semiconductors, EVs, and phones, threatening global supply chains and inflating costs for consumers.

Slower user growth is also why Meta is spending aggressively to launch new social media products like Threads and expanding into wearables and virtual reality. Meta鈥檚 unparalleled size insulates it from smaller platforms, but this quarter gave them a moment in the spotlight.

Yes, but: Neobanks have attracted even more followers on social media than chartered banks. Brazil-based Nubank鈥攚hich doesn鈥檛 appear in the ranking of banks on social media, because it isn鈥檛 a bank鈥攈as 2.7 million Instagram followers. Chime has three times as many followers as BofA and Chase, at 933,000.

India and Latin America will stand out, as usual. Now that China鈥檚 era of seemingly universal high growth across all categories has ended, the next exciting markets are India and Latin America. For sub OTT, Brazil, Mexico, India, and Argentina will round out the top five for viewer growth in 2024 and in 2025, trailing only Indonesia both years.

Our first-ever marketing and retail media survey explores the latest trends unfolding in Latin America, how the regional landscape will evolve, and the broader implications for ad buyers鈥� and retailers鈥� go-to-market strategies.

Our take: Netflix鈥檚 DSP expansion is about more than technical plumbing鈥攊t鈥檚 a bid for ad budgets that might otherwise go to YouTube or social media. The platform鈥檚 play is to become an end-to-end media partner without degrading the user experience that built its brand.

International performance, particularly in China and Latin America, continues to drive global box office recovery. Marketing innovations, including localized campaigns and social media strategies, are reshaping film promotion and providing insights about audience preferences. Streaming platforms are increasingly using theatrical releases to boost visibility and subscriber engagement.

Fragmented usage of social media and messaging apps is most evident in Asia-Pacific. More than one-tenth (12.7%) of respondents used 11 or more services for social media and messaging. That鈥檚 much higher than other regions, especially Western Europe (5.3%) and North America (10.0%). It鈥檚 a reflection of social media being central to many daily tasks.

Those two leaders, along with China and a handful of major markets in Western Europe and Latin America, prop up the worldwide sub OTT penetration rate. By contrast, many large countries like Japan, Indonesia, and India fall far below the worldwide average. Most sub OTT viewers are in Asia-Pacific.

Earlier this year we debuted retail and ecommerce projections for 25 additional countries in Europe, 10 in Latin America, and three in the Middle East, bringing our worldwide total to 66 countries. Although the US and China still carry most of the weight, there will be 53 countries with at least $1 billion in ecommerce sales in 2024. Croatiawill be the next to reach that level later this year.