Millennials are parenting. Gen Z is entering the workforce. And the never-ending wheel of time has spun a new generation for marketers to watch: Generation Alpha. The oldest members of this digitally native, pandemic-influenced generation are tweens now, and marketers need to pay attention to how today’s children differ from their Gen Z older siblings.

Instagram is shutting down its livestream shopping business: The move is the latest sign of US shoppers' disinterest in livestream commerce.

This report presents five of the most intriguing and/or under-the-radar positive forecasts for 2023 that clients should be aware of, as compiled by our forecasting team.

On today's episode, we discuss how concerning Google's drop in search ad revenues is, the likelihood of Google getting broken up by the US Department of Justice, and the main reason YouTube is struggling. "In Other News," we talk about which cookie alternatives are emerging as favorites and the significance of Microsoft adding ChatGPT's AI technology to its search engine, Bing. Tune in to the discussion with our analyst Evelyn Mitchell.

Musk says Twitter will share ad revenue with creators: There’s a catch—they have to subscribe to Twitter Blue first.

Gen Alpha is still a nascent generation, but technology is already a constant in their lives: 36.0 million US children are active internet users, exceeding teen internet users by 11.4 million, per our forecast. This is the data you need to understand the future Gen Alpha.

Can Google coast comfortably through a challenging 2023? The search and advertising giant’s Q4 foreshadows slow growth, revealing cracks in its empire.

Facebook and YouTube will still be the top US social media platforms for buying ads or monetizing content this year, though their dominance is eroding, according to October 2022 polling by Integral Ad Science.

Our latest forecast for social network users in Canada highlights a reshuffling of the top five platforms in 2023. Twitter will fall to fifth place, while TikTok will surge into the No. 3 position.

Gen Z will represent 20% of the US population in 2023, and nearly 40 million of these Gen Zers are adults. This is the data you need to understand how to reach them—and tap their growing buying power.

Pinterest was seen as the safest social media platform in the US last year, though the percentage of users who held that view declined from 2020 (51% versus 41%), according to our “US Digital Trust Benchmark 2022” report. Meanwhile, Facebook was where the lowest percentage of users felt safe, down to just 26% in 2022.

Alphabet wants to lead the climate battle: Google is leveraging its moonshots lab to tackle climate change at the expense of other research as revenue shortcomings call for new strategies.

More people in the US are listening to digital audio, and those who already do are spending more time listening.

In 2022, both YouTube and TikTok captured 46 minutes of their adult US users’ attention each day, per our estimates. Netflix reigned supreme at 60 minutes daily. Time spent with TikTok will tick up every year through 2024, when it will reach 48 minutes per day, but it won’t pass Netflix anytime soon.

Q4 was another turbulent quarter for social media: Support for a US ban on TikTok grew; Elon Musk announced he would step down from Twitter once he finds a replacement; and Meta suffered its first-ever major round of layoffs. But there were still bright spots for marketers.

After strong growth, digital audio subscriber numbers will slow. And a handful of companies will shape what US digital audio users will listen to—and how they will listen—in the coming years.

Ads go live on Netflix and Disney+, YouTube ad revenues decline, and streaming services get creative about financing content production.

Netflix versus TikTok is the battle to watch in 2023.

Before the pandemic, Roku, Hulu, and YouTube made up about half (45.9%) of the US connected TV (CTV) ad market. That market has expanded significantly. Despite solid US CTV ad revenue growth across all three companies, their combined share will account for around one-third of the $26.92 billion that will go to CTV in 2023.

Amazon continued to dominate ecommerce in 2022: But advertising, not retail, was the company’s biggest success story this year—although not enough to prevent the layoffs of 20,000 employees.