“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.

Here’s what a TikTok-less America would look like for marketers, users, and creators, based on our latest forecasts.

Over half (51%) of US children recall seeing commercials on YouTube recently, the top platform for recognition across multiple digital channels, according to an October 2023 survey from Precise TV.

Even the oldest members of Gen Alpha (born between the early 2010s and 2024) are younger than the iPad. For this digitally native generation, YouTube is the place to be, but other media channels like streaming platforms and even podcasts are popular. With the future of Gen Alpha’s social media use uncertain as states like Florida bar children under 14, marketers should know where the demographic is consuming content.

Brands and marketers have an increasingly prominent presence at the annual technology, arts, and culture festival in Austin, Texas, which this year took place from March 8 to 16. We break down the key topics that drew the most attention from attendees.

US adults will spend 7 more minutes per day with media in 2024 than they did in 2023, confounding expectations of a post-pandemic reduction in screen and audio time.

MrBeast will create a reality series for Prime Video: In a move that defies platform allegiance, YouTube’s most popular creator will help generate a hit for Amazon.

To reach the overwhelmingly young, diverse, and growing population of Hispanic consumers in the US, advertisers must understand their media preferences.

Misleading high-engagement content on “TaxTok” is worrying financial professionals and confusing their clients. Here’s how banks can help.

71% of teen YouTube users use the platform at least once per day, while 58% of teen TikTok users do the same on TikTok, according to October 2023 data from Pew Research Center.