Internet Advertising Bureau UK (IAB UK). Lotame. Partnerize. Rakuten Advertising.

The ad market in the UK suffered during 2020, but the decline in spending was only marginal as digital investment took up much of the slack. Indeed, the resilience of digital formats has been palpable amid the pandemic.

Digital video viewership in the UK will continue to rise this year. The pandemic has provided a particularly significant impetus for subscription video-on-demand services, while connected TVs have become the consumption device of choice.

Twitter will have 13.6 million monthly UK users, up by 3.5% over 2019. In our previous forecast, we expected Snapchat’s UK user base to rise by 1.3% to 13.3 million. UK user growth will drop to 1.6% next year, but we expect slight increases in its user base through 2024. In all, Twitter will have 13.8 million UK users in 2021. Twitter does not publicly disclose monthly user figures.

eMarketer principal analyst Nicole Perrin and forecasting analyst at Insider Intelligence Eric Haggstrom discuss Google's Q4 performance and what's driving it forward. They then talk about YouTube's shift to connected TVs, whether Americans are becoming less tolerant of digital ads, and what to make of the UK watchdog's investigation into Google replacing cookies.

Instagram and YouTube were also social platforms that many respondents said they use for both influence and to make purchases, with YouTube in particular being nearly as popular a destination for influence as Facebook. Overall, we expect there will be a big pivot to more UGC this year.

As the coronavirus pandemic renders the population of the UK largely housebound, media consumption patterns will invariably change. Certain media types (such as physical print) will falter, but video (TV and digital) looks set to benefit most.

We have released our inaugural forecasts for US and UK TikTok users. We expect TikTok’s US user base will grow 21.9% this year to 45.4 million people. By 2021, that figure will reach 52.2 million. In the UK, we expect TikTok will have 8.1 million users, up by 67.0% over 2019. See our full US TikTok user forecast here and our full UK TikTok user forecast here. Snapchat.