eMarketer junior forecasting analyst Zach Goldner and senior forecasting analyst at Insider Intelligence Oscar Orozco discuss how US media use will change in 2021: Are fewer Americans watching TV, which digital devices are being used more, and how much time is spent with TikTok and Disney+? They then talk about how much people are willing to pay for TV streaming, virtually co-viewing digital content, and whether video games have replaced music as the most important aspect of youth culture.

Traditional toys, including board games and constructions sets, are still big among tweens, according to Michael Baer, senior vice president for brand and marketing at Ipsos Media Development, who was interviewed for our new report “US Kids 2020: Still Growing into Their ‘Digital Natives’ Label.”.

The figures were markedly smaller among Gen Zers (44%), Gen Xers (47%) and boomers (35%). That dovetails with Pew Research Center data from March 10 to 16, when employed US adults were asked whether they could keep up with basic expenses if the pandemic put them out of work for at least two weeks.

Pinterest surpassed Snapchat as the third-biggest social media platform in the US in 2019, and it will continue to stay ahead in the coming years, according to our latest social user estimates.

The pandemic has caused reduced advertiser spending overall, leading to lower growth of in-app ad spending despite significantly higher numbers of ad placements. While in-app purchases (IAPs) never stopped growing amid the pandemic, publisher revenues have recently been shifting from in-app advertising to purchases.

Pandora outpaces Spotify for brand recognition in US

China’s Gen Z is extremely online

As for social media, besides household names WeChat and Weibo, more recently, we have seen the rise of beauty-focused Xiaohongshu and video-sharing platform Bilibili, which is popular among Gen Zers and known for its anime content, though it has been diversifying.