This year, TikTok users in the UK will grow by 12.6% for a total of 17.5 million. TikTok, which overtook Twitter users last year, will surpass Snapchat users by year-end and continue its upward climb.

TikTok is the fastest-growing social platform amid slow overall social network user gains in the UK. Facebook remains the dominant force, but as its user base ages, its grip will begin to slip.

A standard currency for TV and digital is unlikely, despite buyers’ wishes: Media buyers want more connection between linear and streaming TV, and though individual networks are making strides, an industrywide solution is unlikely.

Next year in the UK, digital video ads will make gains, Brexit will continue to complicate ecommerce and data privacy rules, and retailers will reimagine the in-store experience.

Social network user numbers are still rising in the US, UK, and Canada—albeit slowly. This is to be expected as the social media market matures. But the user makeup of the main platforms is changing, and there’s more competition.

Podcast listening is gaining popularity in Europe. Almost 70 million people in the pre-Brexit EU-5 (France, Germany, Italy, Spain, and the UK) will listen to podcasts this year, per our estimates. However, the combined number of listeners in those countries is still much lower than the total number in the US (117.8 million).