Video is a growing part of advertising on social media. Here’s how advertisers are using video ads on social platforms to drive ad performance throughout the funnel.

US consumers will form new patterns of device use as pandemic norms become habits that are here to stay. This includes usage of mobile and other devices returning to pre-pandemic growth levels. Our forecast for time spent with mobile, connected TV, and other devices show businesses where they should invest.

TikTok’s advertising suite is becoming more sophisticated with more ad formats, targeting techniques, and measurement capabilities. In 2022, its ad revenues will rise by 184.4% as new advertisers lean in and existing advertisers spend more.

This year, TikTok will surpass YouTube in terms of time spent by their respective adult users in the US. The short-video app will see 45.8 minutes per day from its average adult user, edging out YouTube, at 45.6 minutes.

Reddit trails other social networks in time spent: The platform’s efforts to boost its mainstream appeal could improve engagement.

Warner Bros. Discovery could use its size to boost ad costs: Media powerhouse seeking higher prices for its content in initial upfront talks.

Among US social network users, those ages 18 and older will spend an average of 1 hour, 40 minutes per day on those platforms in 2022, the same amount as last year. This figure is peaking after pandemic restrictions fueled a rapid rise in social media use over the past two years, and it will decline by 2 minutes next year.