The generation most influenced by social media

On today's episode, we discuss some updates in the social audio landscape, whether convenience is outweighing price, if fashion rental can make a comeback, podcast ads versus other ad formats, changes in millennials' spending behaviors, how football players are similar to bears in more than just stature, and more. Tune in to the discussion with eMarketer analyst Nina Goetzen, forecasting analyst Peter Vahle, and analyst at Insider Intelligence Blake Droesch.

Livestreaming has become a prominent feature across the social media and digital video landscapes. Here’s how marketers are taking advantage of opportunities within the space.

Social networks will reach almost full penetration among adult Gen Zers this year, or 99.0% of users ages 18 to 24. The next-highest penetration rate will be among the 25-to-34 age bracket, younger millennials, at 90.9%.

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.