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YouTube has more users than Facebook, Netflix, or Spotify. But its advertising revenues do not match its vast reach. This report contextualizes the opportunities and scope for growth in various media spheres.

On today鈥檚 podcast episode, we discuss how much the merger with xAI can move the needle for X, if the social platform can recoup the kinds of ad dollars it was making before Elon Musk bought them, and where X users have migrated to (if anywhere). Join Senior Director of Podcasts and host Marcus Johnson, and Analysts Marisa Jones and Emmy Liederman. Listen everywhere and watch on YouTube and Spotify.

On today鈥檚 podcast episode, we discuss where GIFs came from, how GIF user behavior changes, and which ones work best for brands. Join Senior Director of Podcasts and host Marcus Johnson, Senior Director of Briefings Jeremy Goldman, Analyst Emmy Liederman, and the Vice President of Client Solutions at Giphy Alix McAlpine. Listen everywhere and watch on YouTube and Spotify.

Instagram integrates with Spotify: Users can now save songs from Reels directly to their Spotify library.

With limited transparency on causes, these failures remind users that platform dominance doesn鈥檛 guarantee stability or uninterrupted access.

Digital audio consumption continues to grow in the US. Younger audiences are leading the way, adopting platforms like Spotify and audio content like podcasts.

YouTube鈥檚 2.50 billion monthly active users worldwide outnumber those on all other digital platforms, according to our 2024 forecasts and Spotify data.

Spotify boosts global ad tools: New programmatic, targeting, and AI creative features position Spotify as a full-funnel solution for global marketers.

Today, the percentage of US Spotify users who are subscribers, rather than ad-supported listeners, continues to tick upward, however slowly: By 2028, 57.5% of Spotify鈥檚 US listeners will be subscribers, up just 1 percentage point from 2024鈥檚 figure. Spotify鈥檚 non-podcast ad business will exceed $1 billion in 2025.

Meta pays creators for traffic, Spotify wins in-app freedom post-Epic ruling, and Amazon鈥檚 Zoox expands robotaxi testing despite software recalls.

Apple鈥檚 Fortnite feud, Amazon鈥檚 device division cuts, and Apple Music鈥檚 new user lure reveal how tech titans are adjusting strategies in a volatile regulatory and consumer landscape.

On today鈥檚 podcast episode, we discuss Meta鈥檚 capacity to weather the tariff climate, how Meta plans to redefine advertising, and what happens if it is forced to sell Instagram and WhatsApp. Join Senior Director of Podcasts and host Marcus Johnson, Vice President and Principal Analyst Jasmine Enberg, and Senior Analyst Minda Smiley. Listen everywhere and watch on YouTube and Spotify.

Today, the percentage of US Spotify users who are subscribers, rather than ad-supported listeners, continues to tick upward, however slowly: By 2028, 57.5% of Spotify鈥檚 US listeners will be subscribers, up just 1 percentage point from 2024鈥檚 figure. Read the full report, Audio Ad Spending 2024.

On today鈥檚 podcast episode, we discuss the battle between linear TV and CTV, one mobile device metric that is going down, and a surprising finding about which age group uses YouTube the most. Join Senior Director of Podcasts and host Marcus Johnson, Principal Forecasting Writer Ethan Cramer-Flood, and Senior Director of Forecasting Oscar Orozco. Listen everywhere and watch on YouTube and Spotify.