The number of social network users in the US will tick up 1.7% YoY this year, while adult users will see almost 2% growth. But time spent on social networks among adult users will peak this year, meaning the battle for engagement is on.

Canada trails just one country—the US—in average daily time spent with media. That means plenty of opportunity for media buyers to reach audiences across a range of devices and services.

The news: Google launched “Portraits” on Thursday, a new experiment that creates AI-generated versions of influencers that offer users notes and advice using the voice of the individual they’re based on. Described as “personalized AI coaching built alongside real experts,” Portraits is built in partnership with the AI celebrity’s real-life counterpart. Our take: Google’s experiment, while it may not connect with every audience member, could prove effective at increasing time spent with Google’s AI offerings, drawing attention away from competitors like Meta AI and potentially unlocking a new revenue stream if Google monetizes in the future.

US consumers will spend 8.6 hours daily with digital media in 2025. How they divide that time across devices is evolving as video content drives strong growth in connected TV usage.

The news: The Interactive Advertising Bureau (IAB) gave a glimpse of the TV (CTV) advertising’s future at its IAB Tech Lab event—and proved that pause ads are leading the way. Advertising leaders said they offer the best user experience, were most likely to scale with standardization, and provided the greatest increase in ad spend. Our take: The future of CTV advertising will rely on whether advertisers can implement non-intrusive formats that capture attention. Pause ads are positioned to drive action—but advertisers must reimagine their creative strategy to capitalize on this potential.

The news: TikTok announced updates to its ad capabilities focused on the evolving creator ecosystem at its fifth annual TikTok World event. Updates included an analytics tool for audience insights at different stages of the buying cycle, promotions targeting audiences likely to take action, and multiple changes to TikTok One. Our take: TikTok’s new offerings are key to reassuring advertisers and creators that the platform’s influencer tools still outperform rivals. The features will convince advertisers that TikTok is essential to connect with relevant creators, while showing creators that TikTok remains the best place to make partnerships.

A successful affiliate strategy means casting a wide net: Captiv8 data shared with EMARKETER shows that each influencer size category has strategic benefits that shouldn’t be overlooked.

Gen Zers continue to overtake millennials in several prominent digital activities and platforms, including social commerce, podcasts, and Instagram.

Pinterest teams with the Liberty to reach Gen Z fans: The focus is lifestyle expression, trend discovery, and community engagement.

YouTube brings side-by-side ads to livestreams: The move could help convince creators and advertisers that YouTube is the go-to livestream choice.

Fubo debuts biddable pause ads: The move is the first time a CTV platform has offered biddable pause ads, but will require rapid scaling to remain effective.

Most consumers divide their time across gaming, music, podcasts, and social, but streaming remains on top—even as mobile becomes the default for short- and long-form video.

Netflix and BBC team up for new podcast: While Netflix teases video podcasts on its own platform, work needs to be done to win over audiences.

OTT video—including YouTube, subscription OTT, AVOD, and free ad-supported streaming TV—is extremely popular in nearly all forms. But traditional pay TV continues to reach new lows.

YouTube’s hiring of ESPN veteran Justin Connolly triggers a Disney lawsuit: The clash underscores rising tensions over live sports streaming supremacy.

As one of the hottest areas of digital advertising, CTV ad spending’s streak of annual double-digit increases could end thanks to tariffs.

US social ad spend will grow YoY in 2025, even as platforms grapple with tariff-related budget cuts from industries that spend heavily on social channels, like CPG and retail.

YouTube expands Premium Lite to more countries: The lower-cost tier aims to attract price-sensitive users without hurting ad revenues.

Meta pays creators for traffic, Spotify wins in-app freedom post-Epic ruling, and Amazon’s Zoox expands robotaxi testing despite software recalls.

Digital ad giants beat Q1 expectations, but tariffs, regulation, and slowing growth signal choppy waters ahead. This report breaks down which platforms are thriving, which are stalling, and what’s next for search, social, streaming, and retail media.