“Women hold up half the sky,” former Chinese leader Mao Zedong famously said. More than fifty years on, women in China are doing so online, driving digital trends and fast becoming a cohort that marketers ignore at their peril.

The eMarketer team deliberated extensively to select the 10 key digital trends to watch in 2021 from a list of 43. Which trends narrowly missed the cut? Here’s our first in a series of additional transformative developments that ought to be on your radar in the year ahead.

2020 was a tumultuous year to say the least, but as the adage goes, in crisis there is opportunity. This idea is literally embedded in the Chinese word for “crisis” (危机): Its second character means opportunity. China’s populace appeared to have embodied that spirit. In a challenging year, entrepreneurs and regulators alike worked together to steady the ship and found ways to restore some normalcy through resilience, digital innovations, and timely policies.

Digital video subscription fees are rising amid a cord-cutting surge, and Netflix, Disney, and YouTube are chief among those reaping the benefits.

From the growth of TikTok and of social commerce to the challenges of brand safety and the cookieless future, 2021 will be another year of big stories for social media.

The major social platforms hit the ground running in 2021, making substantial investments into many of today’s top social trends: audio, influencers, and short video, to name a few.

Increased political ad spending contributed to a banner year for connected TV.

In this Meet the Analyst Webinar, eMarketer analysts Jasmine Enberg, Jeremy Goldman, and Nicole Perrin presented an exclusive look at our annual Key Digital Trends report.

TV ad spending takes a hit as marketers adjust their budgets amid a recession.

In this Meet the Analyst Webinar, Andrew Lipsman, eMarketer principal analyst at Insider Intelligence, shared the latest trends in social commerce.

UK’s digital media and technology landscape is facing changes and challenges in 2020—including privacy, Brexit and more—which will impact UK digital marketers.

COVID-19 has altered the relationship between TV viewership supply and advertising demand.

In this year’s Key Digital Trends report, we identify what changes are coming to the digital media and technology landscape in 2020 and why they matter to marketers.

As more people cut the cord, viewers are increasingly tuning in to live digital video services.

This report features eMarketer’s December 2018 update to our B2B US digital ad spending forecast. It also explores the trends that are driving (and preventing) increased spend in 2019 and beyond.

She has 20+ years of experience covering digital trends, with a speciality in global retail and ecommerce innovation. Zia has held leadership roles at both established research organizations as well as venture-backed startups. Matthew Rhodus is senior director of go-to-market & strategic initiatives at Oracle NetSuite.

Article: (More) digital trends for 2021. Article: The impressive resilience of digital audio. Report: US Time Spent with Media 2021 Update.

She has 20+ years of experience covering digital trends, with a speciality in global retail and ecommerce innovation. Zia has held leadership roles at both established research organizations as well as venture-backed startups.