Social network user numbers are still rising in the US, UK, and Canada—albeit slowly. This is to be expected as the social media market matures. But the user makeup of the main platforms is changing, and there’s more competition.

The UK digital ad market is thriving. It will grow 11.9% this year, reaching £25.84 billion ($35.54 billion). Video will be a big contributor to this growth, as will social network spending, which is being disrupted by the likes of TikTok.

TikTok is the fastest-growing social platform amid slow overall social network user gains in the UK. Facebook remains the dominant force, but as its user base ages, its grip will begin to slip.

Adults in the UK are spending more time than ever with digital media. Time spent watching videos online, particularly via social, is soaring.