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Affiliate marketing resonates with younger demographics, particularly Gen Z and millennials, who actively engage with affiliate content on social media and exclusive discount sites. These cost-conscious consumers are more inclined to explore affiliate links and promotional offers, giving brands an effective way to reach this growing market.

Podcasts were also most effective at driving users to brands’ social media pages. Twenty-six percent took action after hearing a podcast ad, compared with 15% of Instagram users who took action after seeing an ad, 9% of YouTube users, and 8% of premium streaming viewers.

Given how much teens’ problematic social media use has been in the news this year given platforms' legal woes, the controversy over youth targeting adds another layer of concern, especially for reputation-conscious advertisers.

The TV and CTV disconnect likely comes down to demographics and competition from other media. Younger consumers have abandoned TV much faster than older generations, and marketing dollars have followed them. But the money leaving TV isn’t automatically going to CTV: Much of it appears to be flowing to social media or other digital ad channels.

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.

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.

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’t make it worse. The rise of ad blocking is, on some level, a tragedy of the commons.

There wasn’t 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’s pervasiveness in China. Music streaming’s 88.6% penetration rate made China No. 1 in the world. That was a gain of 12.0 percentage points YoY.

Social media is a key channel for health information. Almost half of Black (44.3%) and Hispanic (48.3%) consumers and 37.1% of Asian consumers turn to social media for health-related information compared with 26.4% of total consumers, per our survey.

While Discord doesn’t disclose age demographics, surveys suggest 15%, or 30 million, of its 200 million monthly active users (MAUs) are under 18, per TechSpot. OpenAI’s ChatGPT is restricted to users 13 and older under its terms of service. Exact under-18 usage is unclear, but its widespread adoption in education suggests significant youth engagement.

Something we've talked about a little bit is the role of social media in luxury. I personally get a lot of content on my TikTok feed of people styling a Loewe dress, a Gucci pair of shoes, and sort of making that whole outfit work.

As US users flee to RedNote, Duolingo reports a 216% jump in Mandarin learners, proving social media loyalty trumps language barriers.

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’s share of those minutes is increasing, setting YouTube up for continued success.

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.

In today’s episode, host Bill Fisher is joined by analysts Paul Briggs, Paola Florez-Marquez, and Minda Smiley to discuss the role that social media platforms are being asked to play in protecting children online. Is regulation, and subsequent heavy fines, about to force them to get more serious about this?

Take creator partnerships beyond social media. As time spent on social networks hits a wall in the US, brands should consider how to use creators in other aspects of their marketing. Creators still have quite a bit of momentum on social media—we expect them to earn $17.76 billion from revenues generated on social media this year, a 15.8% increase YoY.

But it is an interesting demographic in particular. And one of the other things looking at the data, so that was slicing it out by socioeconomic class, but when we look at it by age, in Brazil for instance, we see that internet users 16 to 24 actually have the highest penetration among internet users by age. So it's an interesting demographic.

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’s where they go to be entertained, keep up with news, search for products, and make purchases.

Sephora targets Gen X shoppers with latest product launch: The beauty retailer is sharpening its appeal to beauty consumers over the age of 40, who spend more on prestige products than any other demographic.

Meta could benefit significantly if TikTok left the US: A House vote looms, impacting national security and social media dynamics.

Influencing the influencers: Harris and Trump rely on creators to mobilize younger voters and drive social media buzz.

Florida will ban anyone younger than 14 from having a social media account starting next year, with the onus of compliance placed on platform owners. Why it matters: Younger users represent a critical demographic for advertisers, and sensitive content filters aren’t perfect.

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%).