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

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.

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

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

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.

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

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.

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.

On today鈥檚 podcast episode, we discuss why the Trump administration extended TikTok鈥檚 sell-by date again, what deals are on the table, and how creators feel about the potential ban at this point. Join Senior Director of Podcasts and host Marcus Johnson, Vice President and Principal Analyst Jasmine Enberg, and Analyst Marisa Jones. Listen everywhere and watch on YouTube and Spotify.

On today鈥檚 podcast episode, we discuss the main reasons YouTube is the most watched platform on TVs, how 鈥淧lanet YouTube鈥檚鈥� gravitational pull is disrupting other media types, and what the biggest threat to its dominance is. Join Senior Director of Podcasts and host Marcus Johnson, Vice President and Principal Analyst Jasmine Enberg, and Principal Analyst Bill Fisher for the conversation. Listen everywhere and watch on YouTube and Spotify.

Among active users, TV remains strong, Netflix and Spotify dominate, and social media is in trouble. In the preceding sections, time spent metrics were calculated against the entire US adult population. In this section, we examine how much time active users spend per day with their chosen media.

The new Premium Lite tier ditches extras like offline downloads but could lure budget-conscious users鈥攃hallenging traditional streamers and YouTube鈥檚 own Premium model.

On today鈥檚 podcast episode, we discuss Meta鈥檚 AI plans, the real story behind Snapchat鈥檚 growth, and how Pinterest has evolved. Tune in to the conversation with Senior Director of Podcasts and host Marcus Johnson, Senior Editor of Briefings Daniel Konstantinovic, and Senior Analyst Minda Smiley. Listen everywhere and watch on YouTube and Spotify.

Social media/messaging users. Digital audio listeners. TV viewers. Traditional media users. Vlog/influencer viewers. Creator/influencer membership site users. Device ownership. Smart TV owners. Smartphone and tablet owners. Central and Eastern Europe in Perspective.