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US Social Network Forecasts 2024

Audience and Video Ad Spending Both Set to Surpass Linear TV

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About This Report
Whether social media can replace linear TV is debatable. But there’s no question that it’s a strong contender for linear TV’s audience and ad dollars.
Table of Contents

As the race to replace linear TV intensifies, the social networks and YouTube have emerged as strong contenders for its audiences and ad dollars. In 2025, both the number of US social network users and social video ad spending will surpass linear TV.

Key Question: How much of a rival is social media for linear TV audiences and ad dollars?

Key Stat: In 2025, there will be 236.4 million US monthly social network users, compared with 228.6 monthly linear TV viewers.

authors

Jasmine Enberg

Contributors

Rahul Chadha
Nikolai Dineros
Max Willens
Yoram Wurmser
Principal Analyst

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