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Rather, the subset of time when they鈥檙e consuming two (or even three) types of media simultaneously adds up quickly under our methodology. In 2025, nearly 210 million US adults will be second-screen users, per our forecast. Media time is not only reaching saturation鈥攊n many cases, it is already double-saturated. Read the full report, US Time Spent With Media 2025.

The future of Super Bowl advertising is multi-platform: Brands are investing in second-screen engagement and digital-first campaigns to maximize impact beyond the game.

Rather, the subset of time when they鈥檙e consuming two (or even three) types of media simultaneously adds up quickly under our methodology. In 2025, nearly 210 million US adults will be second-screen users, per our forecast. Media time is not only reaching saturation鈥攊n many cases, it is already double-saturated.

Gen Z adult women are the most avid Spotify users. Spotify has a general adoption rate of 88.4% among women ages 18 to 24 versus 48.7% among the total digital population. Gen Z women spend more than five times the number of hours on Spotify per month as do their male counterparts: 61.7 versus 12.8 hours.

This makes it a prime candidate for second-screen engagement, whether alongside gaming, streaming, or fandom-driven interaction. Protecting the community: Safety remains a top concern, especially amid public scrutiny.

Only Reddit will meaningfully grow its time spent among users this year. Reddit (11.0%) and Instagram (1.3%) will grow user time, but the news is bad for everyone else. Snapchat and X (formerly Twitter) have been losing time since 2023, and Facebook has largely trended down since 2018. But TikTok will lose user attention for the first time this year鈥攁lbeit just 1 minute.

Most consumers use mobile devices to shop for products they discover on TV, aligning with the 210.2 million predicted second-screen users in the US by 2025. Furthermore, 67.5% of consumers prefer starting their product searches via a search engine, while 48.3% turn to social media.

鈥淧eople鈥檚 attention is very divided even when they are watching a show,鈥� Benes said; more than three-quarters (77.2%) of the US population are second-screen users, according to our February 2024 forecast. Placement transparency and brand safety and suitability are the next biggest challenges to campaign measurement.

The ability to make simultaneous bill payments, which neobank users say they love to do. The option to transfer from a chatbot to a live agent, which could signal chatbot fatigue. Click here to view our full forecast for Canada smartphone banking users.

This kind of second-screen usage is also common among US adults aged 18 to 24 watching digital video. CTV advertisers have found ways to reach these multiscreeners through strategies like QR codes, which can now extend to gaming. Using genre-based targeting, advertisers can segment audiences and leverage gaming as a measurable, engaged ad medium the same way they already do for CTV.

鈥淢arketing teams within a brand can run different personalization campaigns simultaneously, based on different user attributes and actions,鈥� Anjul Bhambhri, SVP of Adobe Experience Cloud, told VentureBeat. Trendspotting: AI and cloud computing partnerships could push enterprise adoption, especially if both parties bring unique applications and have buy-in from their users and subscribers.

TikTok users are highly engaged. In fact, they鈥檙e more engaged than users of any other social or digital video platform. And a diversifying user base means marketers should lean even further into the TikTok opportunity.

Casual users are going to be less engaged and that might show something different in the numbers than what it really means if the regular podcast listeners are still. We have it as frequent podcast listeners, 51 minutes a day in the US. I mean that's actually slightly up.

It details media and device usage in 47 countries across seven regions around the world. We write this report in partnership with publicist media, Starcom and GWI. I have some guests who are going to talk to me about it. Let's meet them. First, we have GWI's chief research officer. He is Jason Mander. Hi, Jason. Jason Mander:. Hey, how you doing? Bill Fisher:. I'm good. Great to have you on the show.

Brands such as Target have faced backlash for promoting Black History Month collections while simultaneously stepping away from DEI commitments, Retail Brew notes. Social media users have called out the inconsistency, with hashtags like #BoycottTarget gaining traction. Target also pulled a Black History Month product after a TikTok user exposed misidentified historical figures.

We鈥檒l likely see innovation that will make it easier to harvest data in a manner that simultaneously ensures user privacy. With the phaseout of third-party cookies, marketers are seeking new methods to connect with consumers through data while protecting privacy. One area to watch on this front is the use of data clean rooms offered by companies like Snowflake.

The company is already looking to compete with other AI leaders by hinting at ads while Google simultaneously started testing ads in AI Mode. A dedicated platform would offer a direct user feedback loop, giving OpenAI immediate and authentic reactions to their AI outputs, which would help refine models more effectively.

I know leading into some other forecasts of ours, specifically our simultaneous media users, we estimate 77% of the US adult population regularly watches TV while connected to a device, essentially almost everybody at this point.

They also let companies take advantage of pervasive second-screening behaviors. But Roku found that engagement was more than 10 times higher when users were prompted to use their remotes rather than scan a QR code, the company鈥檚 director of ad innovation, Peter Hamilton, told Marketing Brew, because people are more comfortable with using their remotes to interact with their TVs.