The metaverse may be far away, but video is here and now on social media—and consumer usage patterns are changing fast.

We expect US social commerce sales to rise by 35.8% in 2021 to $36.62 billion. That’s only a slight deceleration in growth from 2020, when sales surged by 38.9% thanks to the pandemic-driven boom in ecommerce, increased social media consumption, and brands continuing to leverage these platforms to sell directly to consumers.

Internet memes are not a new phenomenon, but the events of 2020 have spurred their consumption. Despite their popularity among social media users, marketing with memes can still be a risky business for brands.

More than half of daily digital video consumption (2:41) will take place via sub OTT (1:27), and both metrics are growing steadily. By next year, US adults will be spending more than an hour and a half per day with various sub OTT services.

How should marketers adapt their social media strategy to maximize engagement with US social media users? WHAT’S IN THIS REPORT? Our latest forecasts for US social network users by platform and for time spent with social media, plus an analysis of what the changes mean for marketers.

Print and radio consumption, meanwhile, continue to lose share, from already small proportional bases. Digital media consumption has peaked. The overall media reset that we mentioned above indicates that digital media consumption isn’t additive. Before the pandemic, we forecast a time-spent plateau for the UK. Obviously, a lot has changed since then.