TikTok parent ByteDance has until January 19, 2025, to sell the company or face a US ban. The company is suing to avoid the ban, but if the platform goes away, marketers need to know how to reach TikTok users on other platforms. From Gen Z to niche communities, here are five key stats showing the places marketers should be able to reach TikTok users.

Time spent on social media is plateauing. Longer videos could keep users around longer while providing more monetization opportunities for platforms. But some short-form creators won’t be receptive to the shift.

The creator economy is maturing. While brand deals are still the No. 1 revenue stream for creators, more are going directly to consumers to monetize.

Brazil is Latin America’s largest retail ecommerce market by total sales volume and will be this year’s third-fastest-growing digital economy worldwide. Understanding the nuances of how and where Brazil’s diverse consumer base spends its money online is key for brands and retailers to thrive in this highly competitive ecommerce market.

Total media ad spending growth has stabilized, and digital ad spending is set for an extended period of low double-digit annual increases. Amazon, TikTok, and Instagram will be the main growth drivers this year.

LinkedIn is at a turning point: Users are more engaged than ever, ad revenues are rising, and creators are inking deals on the platform. And LinkedIn’s appeal among both B2B and B2C marketers is growing.

On today's podcast episode, we discuss what to make of Google delaying the deprecation of third-party cookies (again), what was behind its most recent ad revenue growth, if it can defend its search business from a wave of AI, and what stands out about YouTube's recent performance. Tune in to the discussion with our analyst Evelyn Mitchell-Wolf.

Social video is getting an additional boost in daily time spent this year. It’s mostly coming from a less expected place—Meta—even as TikTok continues to dominate in total time spent.

Social media marketers are using genAI to analyze data, brainstorm ideas, and meet content demands. But these tools come with their own sets of limitations and concerns, often requiring human guidance and intervention.

“What will happen next?” That’s the big question marketers have following the signing of a potential TikTok ban into law, according to Liz Cole, chief social officer at VML. While marketers don’t know if parent company ByteDance will sell TikTok, shut the platform down in the US, or find a way to fend off the legislation in court, they can prepare now for what’s to come.

Ad spending will rebound in 2024, as mobile formats continue to dominate and areas like connected TV and retail media drive renewed growth.

Marketers need a vertical video ad strategy for YouTube Shorts to reach the 164.5 million US viewers that will use the platform this year, per our forecast. Much of what works on TikTok will work on Shorts because the platforms are so similar. But because a lot of YouTube creators are used to longform, they may need some guidance. Here are some of YouTube’s own best practices for Shorts ads from its ABCDs of effective video ads guide.

Netflix is building an ad business to diversify its revenue streams.

254.2 million people in the US will watch OTT video this year, per our February 2024 forecast. YouTube is close behind, with 241.8 million people watching on the platform.

Gen Alpha is on track to become the largest generation. Banks must start building relationships with children today to convert them into customers as they grow up.

In 2024, a perfect storm of technology, business, and consumer behavior trends will conspire to intensify the challenges of protecting brands on digital media.

With most of the US already watching, growth in overall OTT viewership has slowed to a crawl. But some platforms, formats, and service tiers are still booming, and digital pay TV is complicating the linear TV narrative.

Among subscription video streaming services, Amazon Prime Video has the highest share of ad-supported viewers, while Netflix has the lowest.

YouTube boosts creator income with Members Only Shorts, challenging TikTok's paywall feature: The battle for creator allegiance and platform supremacy escalates.

YouTube is the best platform for ad engagement, but others are rising: Our Industry KPI data found that YouTube, X, and podcasts delivered the strongest attention metrics.