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.

As the ad revenue shortfall deepens, social media’s legacy players face new competition for users, a complicated situation with creators, and a social commerce rewind.

US government intensifies stance against TikTok: A permanent ban from government devices could push the public sector to further remove TikTok from devices. But some fear the service is too big to fail.

Keeping tabs on shifting consumer habits is paramount for brands in Canada. In 2023, we expect more changes in how media is consumed and what advertisers can do to tap into these new channels.

Declining TV viewing, tiered streaming, emergent ad businesses, and content spending cutbacks will be among the most prominent 2023 video trends.

On today's episode, we discuss innovations in connected TV (CTV) and the outlook for next year. "In Other News," we talk about what to make of recent price hikes for streaming platforms and YouTube launching Primetime Channels. Tune in to the discussion with our analyst Paul Verna and Michael Hopkins, vice president of go to market at MNTN.

On today's episode, we discuss why TikTok downgraded its revenue expectations, what concerns us the most about the company, and how big of a digital ad player it can actually become. "In Other News," we talk about YouTube letting folks buy products in Shorts and whether people want to buy things in WhatsApp messages. Tune in to the discussion with our analyst Debra Aho Williamson.

Even as we approach a potential ad spend winter, connected TV (CTV) advertising is in decent shape. Netflix and Disney+ just joined the ad-supported streaming game. Cord-cutters are outpacing pay TV viewers. And YouTube is increasingly watched on CTVs. These five charts offer a closer look at CTV’s past, present, and future.

CTV is providing continued growth in digital video viewership, further splitting audiences with TV. The ad market in Canada is responding by developing new ways to holistically target the total audience for long-form entertainment.

“Google is clearly trying to modernize what has been this golden goose, which is their search business, while also trying to modernize the format that they’re able to deliver to users on YouTube with Shorts,” said our analyst Max Willens, following Alphabet’s third-quarter earnings. “We might be at the beginning of an environment where it's tough to build momentum around either of them.”