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  • Audio
     | 
    JAN 15, 2021

    eMarketer research analyst Mariel Soto Reyes and principal analysts at Insider Intelligence Mark Dolliver and Jeremy Goldman discuss the future of short-form video, HBO Max's release structure experiment, a new service to streamline streaming, how the pandemic affected computer usage, why Apple wants in on cars, what actually happens when you experience déjà vu, and more.

  • Report
     | 
    JUN 1, 2021

    It launched Reels to try to capture some of the short-video momentum that has moved over to TikTok, and its recent creator monetization efforts are, in part, an attempt to maintain its relevance as a place where Gen Z users engage with creators.

  • Article
     | 
    AUG 5, 2019

    The short-form video app TikTok has become immensely popular among a new generation of video creators and their fans, leading some to believe that it could eventually dethrone YouTube as the preeminent platform for up-and-coming video creators.

  • Article
     | 
    APR 27, 2020

    The short-video app added 12 million unique visitors in March, up nearly 50% since January

  • Article
     | 
    FEB 3, 2021

    As WeChat enters its second decade, Allen Zhang Xiaolong, chief architect of the super app, pledged at an annual conference to make videos its cornerstone in the coming years. More specifically, Zhang spotlighted Channels, its short-form video feature, and a more seamless user experience with official accounts and miniprograms (lightweight apps within WeChat that require minimal downloading and disappear after use).

  • Report
     | 
    DEC 12, 2019

    In 2019, 94.5% of internet users in China will be social network users. That amounts to just 59.0% of the country’s population. This report covers the trends shaping the market, as well as our first-ever user forecast for the popular short-video platform Douyin and updated estimates for WeChat and Sina Weibo.

  • Audio
     | 
    MAR 11, 2020

    eMarketer forecasting analyst Eric Haggstrom and vice president of content studio Paul Verna discuss the details of the new short-form video platform Quibi. They then talk about Australia suing Facebook, Amazon selling its cashierless technology to other retailers and Postmates new "non-contact" food delivery option.

  • Audio
     | 
    JUL 2, 2020

    eMarketer principal analyst Mark Dolliver, junior analyst Blake Droesch and vice president of content studio at Insider Intelligence Paul Verna discuss what it might be like to work from home forever, Hulu's new transactional ads, Google paying select publishers, America's diversity, switching brand loyalty, YouTube's short videos, an eerie fact about corn and more.

  • Article
     | 
    MAY 20, 2020

    TikTok’s social commerce features are not as robust as Instagram's or Pinterest's, but the popular short-form video app has been slowly adding shopping ads while integrating creators along the way.

  • Article
     | 
    JAN 21, 2020

    The Chinese-owned short-form video app TikTok exploded onto the social media landscape worldwide in 2019, but roadblocks could keep it from rapidly expanding its user base in 2020.

  • Article
     | 
    NOV 25, 2019

    It’s now been more than a year since TikTok launched in the US, and in that short period, the Chinese-owned short-form video app has capitalized on the viral nature of its platform by partnering with a number of brands and slowly unveiling a slew of advertising capabilities.

  • Article
     | 
    JUL 27, 2021

    TikTok extends video length to 3 minutes: Short videos are the trend of the moment in social media, but they don’t lend themselves well to all types of content, particularly tutorials in makeup and cooking. Giving users more time in their videos may boost engagement on TikTok and potentially take a slice out of the longer-form social video market. (Watch out, YouTube!).

  • Article
     | 
    JUL 20, 2021

    “But as the pandemic also accelerated many new creator-driven social trends, including short video and social commerce, marketers quickly resumed and are now increasing their spending on influencer marketing, as they realize that influencers are their ticket to reach those audiences.”.

  • Article
     | 
    DEC 23, 2019

    Social networks are no longer what they used to be. Case in point: The rise of short video-app TikTok in 2019 is a sure sign that what defines a social network will be very different in 2020.

  • Video
     | 
    DEC 9, 2019

    Marketing simply isn’t what it used to be. From big data, AI, GDPR and agile workflows—it’s a lot to keep in check. If you want to compete in today's digital landscape, you need to make your customers happy. Constantly. Join Michael Trapani, director of marketing at Acoustic, for eMarketer One-on-One, a new short-form video interview program. Michael sits down with us at our New York studio to discuss Acoustic’s findings from their recent marketing trends report and shares several developing benchmarks to improve your business outlook and stay competitive.

  • Article
     | 
    OCT 20, 2020

    In recent months, both Instagram and Snapchat have made several changes to their products that are reminiscent of growing contender TikTok. Instagram launched its highly-anticipated feature Reels, which allows users to create short videos set to music, and Snapchat introduced a slew of new features, including adding music and a test for vertical navigation.

  • Article
     | 
    JUL 13, 2021

    The short-video app’s monthly user base jumped from 4.6 million in 2019 to 15.0 million in 2020. Further, the share of internet users who use the platform at least once per month grew from 5.9% to 18.7% in that time frame. TikTok became available in Mexico in 2018, and the platform’s low penetration before the pandemic meant it was ripe for growth.

  • Article
     | 
    JUL 12, 2021

    These livestreams take place via brands’ public accounts, Channels (the app’s short-video feature), WeChat stores, and private group chats. Estée Lauder, for example, reported that social commerce sales via its miniprogram more than doubled during this year’s 618, including a 600% jump in sales catalyzed by livestream.

  • Article
     | 
    AUG 4, 2021

    Even as TikTok and other short-video venues work toward developing their ad businesses, influencer marketing continues to be the primary way for brands to engage with those audiences. And, as brands ramp up their own ad and organic content production on those platforms, they’re also willing to pay influencers for their help.

  • Article
     | 
    JAN 2, 2020

    Short-form video apps arrived in China in early 2017 and have established themselves as viable entertainment options, allowing users to create content in 15- and 60-second spurts. In fact, we estimate that average daily time spent with short-form video among mobile internet users has risen from 9.9% of total mobile internet time in Q3 2018 to 13.5% in Q2 2019. Meanwhile, time spent on over-the-top (OTT) apps experienced a slight decline.

  • Report
     | 
    JAN 7, 2021

    But the vertical format, the tight integration with creators, and the youthful audience are all commonalities between Stories and short videos. What it means for marketers: Watch engagement trends closely when it comes to short videos and Stories.

  • Report
     | 
    SEP 28, 2021

    Instagram has extended the maximum length of videos in Reels, its short video feature, to 60 seconds. Instagram previously increased Reels’ video length to 30 seconds in September 2020, up from the original 15 seconds.

  • Article
     | 
    JAN 6, 2020

    Douyin, TikTok’s equivalent in China, will grow 27.8% to 442.58 million users this year, which means that more than half of China’s internet users will use the short-form video app, according to eMarketer’s new estimates. Growth will slow to 7.3% in 2020 and continue to drop in the next few years.

  • Article
     | 
    DEC 5, 2019

    As internet users in China become highly fluent in short-form content creation, "vlogging"—which has not been as popular in the country like it is in the US—seems like a logical next step. And indeed, new research shows that vlogs (video blogs) are on the rise in China. Video platforms like the Tencent- and Alibaba-backed Bilibili are now capitalizing on this type of creator-driven content.

  • Article
     | 
    JUL 21, 2020

    In our first forecast for TikTok usage in India—the short-form video app's largest overseas market—we estimate that its monthly user base grew 328.8% year over year to 79.0 million in 2019. We expect that figure to reach 124.9 million this year, up 58.1%.

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