蘑菇AV

Not everyone gets news from creators and influencers. But alternative voices, especially podcasters, hold a lot of sway over key demographics, including Gen Z, men, and consumers who feel marginalized by mainstream media.

Brands are prioritizing creator attributes (17.7%) and audience demographics (10.70%) over follower counts. Brand safety has become a critical consideration in creator partnerships, with one in five brands citing it as a key factor in creator selection. Our take: Creator marketing's explosive growth shows no signs of slowing, but the strategy is maturing.

Our user forecasts for Facebook, Instagram, TikTok, Snapchat, X, and Pinterest in Canada highlight an expanding platform mix increasingly divided by age demographics.

On today鈥檚 podcast episode, we discuss which group of folks ChatGPT will affect the most next year, a social media ban for young people in Australia, how the 鈥渟nippet generation鈥� are influencing our world, what to make of this new group of 鈥渟ubscription pausers,鈥� movie theatre etiquette around throwing popcorn, and more. Tune in to the discussion with Senior Director of Podcasts and host Marcus Johnson, Senior Analysts Ross Benes and Evelyn Mitchell-Wolf, and Vice President of Content Paul Verna.

Like all consumers, for high-income consumers (earning $150,000 or more a year), the physical store is the top source of discovery, according to our US High-Income Consumers鈥� Path to Purchase 2024 report.

Trump skips Snapchat ads: Harris invests $5.3M to engage younger voters, capitalizing on key demographics ahead of US president election.

As the first digitally native generation, marketers must recognize that what works for older demographics won鈥檛 necessarily work for Gen Z. On social media, Gen Z expects brands to understand the different ways they use each channel, while on streaming, content remains king (though price is an important factor).

Even the oldest members of Gen Alpha (born between the early 2010s and 2024) are younger than the iPad. For this digitally native generation, YouTube is the place to be, but other media channels like streaming platforms and even podcasts are popular. With the future of Gen Alpha鈥檚 social media use uncertain as states like Florida bar children under 14, marketers should know where the demographic is consuming content.

On today's episode, we discuss whether social media in the future will become less social or if it will go away altogether, what the streaming wars' battle royale looks like, how easy it would be to replace Twitter and TikTok, how people think their demographics are portrayed in ads, the fight for the car screen, where Americans have moved in the last 10 years, and more. Tune in to the discussion with our director of reports editing Rahul Chadha, analyst Blake Droesch, and vice president of Briefings Stephanie Taglianetti.

Despite brands scaling back DEI, commitment pays off: A new study shows demographics like Gen Z are cutting ties with brands that reverse their DEI efforts.

Survey Demographics.

As 2023 comes to an end, this is the data you need to kick-start 2024.

On today's podcast episode, we discuss the social media platform that actually gets the most attention from Gen Z, why millennials are losing their native social app, the one boomers are adding to their smartphones the fastest, and more. Tune in to the discussion with host Marcus Johnson and our analyst Paola Flores-Marquez.

Survey Demographics. Source. JPMorgan Chase.

Not a preferred platform: Facebook has fallen out of favor with younger generations, a key demographic in a crowded social media market. Only 32% of teens use Facebook, per Pew Research, compared with 61% who use Instagram and 63% who use TikTok.