In analyzing the media landscape, the Interactive Advertising Bureau (IAB) is reimagining the future of digital viewership. In this Q&A, the IAB's Eric John, vice president, media center, discussed continuous growth in video advertising and connected TV, why the old model of a million-dollar TV commercial playing once everywhere is gone, and how to make creative work better.

Whether it’s fluctuating viewership or leveraging data-driven technologies to identify the right time and place for brand awareness, there's power in being flexible. In this Q&A, Mediahub's Carrie Drinkwater, chief investment officer, shares where marketing attention is shifting, what clients are looking for, and where new obstacles are rising.

About two-thirds of the US population ages 12 and older listens to digital audio at least once per week, up 5 percentage points from 2021. Over the past decade, that share has grown by 38 percentage points, making the weekly listenership now 192 million strong.

US TikTok users will spend more time with the social media platform this year than YouTube users will spend on YouTube. This difference will be just about a fraction of a minute but will expand in years to come.

While TV investments have remained resilient, YouTube is looking to drive viewership in a unique, consumer-first way. In this Q&A, Google's Brian Albert, managing director, shares why linear TV is largely going to revolve around live sports and news and connected TV is going to be the main topic in every Upfronts negotiation this year.

On today's episode, we discuss what to make of Google's Q1 and what is behind YouTube's slowing growth. "In Other News," expect to learn about the future of the video streaming bundle and what kind of an impact the newly formed Warner Bros. Discovery can have on the media world. Tune in to the discussion with our analyst Paul Verna.

Podcast listening keeps making gains, and the medium is becoming a bigger part of marketers’ audio strategies.

YouTube’s MLB deal is a reminder of its streaming power: A whirlwind of streaming news has mostly left YouTube out of the picture, but its dominance can’t be ignored.

Are recent video and gaming outages a sign of an overburdened infrastructure? The increase in high-resolution 4K video and demanding multiplayer games could be bogging down network connections.

Digital video viewership continues to rise in the UK, despite already high penetration. A thirst for subscription content hasn’t quite been sated, but with a cost-of-living crisis looming, ad-supported options might garner interest among consumers.

Identity resolution is in a state of flux in the US advertising industry, with third-party browser cookies and mobile IDs being ushered out in the name of consumer privacy.

YouTube is the leading podcast platform among US adults who listen to 5 hours or more of these shows per week, with 55% tuning in there. Streaming audio platforms Spotify and Apple Podcasts take second and third place, respectively, while Amazon Music, iHeartRadio, and Facebook round out the top five.

Peacock made audience gains as the streaming space gets more crowded.

YouTube’s free TV shows will boost its watch time and appease nervous advertisers: Ad-supported TV is an obvious move, but the platform lacks access to today’s biggest hits.

Time spent with TikTok peaked at 40.0 minutes per day for the average US adult user in 2021, below that of YouTube, at 45.0 minutes daily. TikTok will lose some of its pandemic gains this year and the next, with its time spent falling to 37.1 minutes in 2023.

Read the latest stories on social media regulations from Insider Intelligence.

The closure of an ad-free YouTube app is a reminder of ad blockers’ prominence: Digital advertising efforts are at odds with the experience most internet users want.

The “TikTok effect” on influencer marketing is palpable, but Instagram and YouTube are still highly relevant venues for creator video.

The metaverse may be far away, but video is here and now on social media—and consumer usage patterns are changing fast.