On today's episode, we discuss Facebook's new Ray-Ban smart glasses, whether time spent on TikTok actually surpassed YouTube, what branded gaming on Roblox looks like, how to get noticed as a marketer, whether selling Super Bowl ads early is a good move, how to make friends while working from home, how two people reversed climate change in their hometown, and more. Tune in to the discussion with eMarketer principal analyst Suzy Davidkhanian, director of reports editing Rahul Chadha, and analyst at Insider Intelligence Blake Droesch.

Digital video viewership, time spent with the medium, and video ad spending are all reaching new heights in Canada.

Last year, Netflix users increased time spent on the platform by 11.2% YoY, while YouTube engagement grew 9.5%. A majority of YouTube time still comes from free, ad-supported viewing, but growth is also attributable to YouTube TV, its subscription virtual multichannel video programming distributor (vMVPD) service.

Around the world, mobile is the No. 1 device for watching YouTube, capturing 63% of the platform’s video views in Q2 2021.

Apple Music listeners account for 30.3%, and YouTube Premium subscribers make up 19.4%. Pandora Premium patrons make up a significantly smaller slice of the subscription audio pie at just 5.4%. Looking ahead: We project that, while the rate of growth will continue to slow, over 130 million people in the US will subscribe to paid audio in 2023.

Time spent with digital audio has increased thanks to the emergence of streaming services like Spotify, Apple Music, Google Play Music, SoundCloud, Stingray, Amazon Music, iHeartRadio, and Radioplayer Canada, which have expanded the digital listening menu. YouTube is also a go-to platform for podcasts.

In France, for example, App Annie data from January 2021 indicated that among the top five Android video streaming apps in 2020, YouTube accounted for 13.2 hours of average monthly time. This was unchanged from 2019, but streets ahead of the other four streaming apps.

(Whereas, on a global level, originals and exclusives accounted for 18.7% of total time spent with podcasts.).

We revised our time spent with digital video estimate for 2020 from 1:36 to 1:46. Next year, we expect digital video time to be 1:44 daily. One of the tech enablers blurring the line between traditional TV and digital video viewing is smart TVs and CTV devices like Roku and Chromecast.

This year, one-tenth of US internet users will subscribe to YouTube Premium. Our forecasts includes subscribers to YouTube Premium and YouTube Music. (In September, Google disclosed that audio listening accounts for one-fourth of all time spent with YouTube.).

Netflix and YouTube may be the video platforms US adults are watching most, but their days at the top may be numbered. New services such as Disney+, HBO Max and Apple TV+ will fragment digital video viewing time even further. According to our first forecast on time spent watching Netflix and YouTube, both platforms will see their share of daily video time drop in the coming years.