Among major streaming video platforms, Peacock is the one where US subscribers are most likely to have the ad-supported version. Just 20% of Peacock subscribers shell out for the ad-free tier.

When it comes to loyalty programs, 61% of consumers worldwide would use them more if rewards were applied automatically. More than half would be tempted if they could use rewards across multiple brands, personalize their rewards, or track their points easily.

Some 3% of US adults have already purchased real estate in a metaverse environment, and a further 8% are interested in staking their claim on a digital land plot. That said, more than half of US adults have never heard of virtual real estate, indicating we’re still a ways out from society going meta.

Rising prices have US adults lowering their costs, and 51% of these cost-cutters are spending less on dining out. Other expenses are in their crosshairs as well: 47% are shelling out less for clothing, toys, travel, and entertainment.

Is the shine off nonfungible tokens (NFTs)? As of May, just 2% of US adults surveyed have invested in NFTs and like them, while another 4% have invested but aren’t happy about it. The 64% majority said they have no investment or interest in these assets, up from 56% in October 2021.

As of February 2022, nearly 30% US households with Wi-Fi had an Amazon Fire TV device. More than 20% owned an Echo smart speaker, Fire tablet, or both.

US linear TV ad spending will hit $68.35 billion this year and fall to $64.94 billion in 2026. Despite that decline, ad spending on linear and connected TV (CTV) combined will increase from $87.24 billion this year to more than $100 billion in 2026 due to the surge in CTV viewing.

Capital One was the most downloaded US banking app between January and April 2022, with 5.0 million net new installations. Digital-only contender Chime took the No. 2 spot, with 4.7 million, while Chase came in third, with 4.1 million net new installs.

This year, 64% of consumers worldwide—or as many as 1.70 billion digital buyers of the 2.65 billion we forecast—will regularly buy directly from a brand, up 15 percentage points from 2019.

Klarna is the most popular buy now, pay later (BNPL) service in the US, with 34.8 million users ages 14 and older. Afterpay takes the No. 2 spot with 20.0 million, and Affirm comes in third with 14.0 million.

US adults are spending more time watching YouTube on connected TVs and less time watching it on mobile devices. This year, for the first time since we began our forecast, less than half of time spent with YouTube will be on mobile, as viewers pivot to watching these videos on the same screen as their TV programming, separate from their TikToks and Instagram Reels.

This year, 57% of US video ad spending will go to linear TV, a decline from 62% in 2021 and 71% in 2020. By comparison, ad spend share is increasing for connected TV (CTV) and other digital formats such as social video.

Among US social network users, those ages 18 and older will spend an average of 1 hour, 40 minutes per day on those platforms in 2022, the same amount as last year. This figure is peaking after pandemic restrictions fueled a rapid rise in social media use over the past two years, and it will decline by 2 minutes next year.

Price-conscious consumers are economizing at the grocery store as inflation takes hold. Among US adults who are cutting back on groceries, 41% are buying fewer items from name brands, and 29% are spending less on alcohol and spirits.

US smartphone in-app purchase spending will hit $42.31 billion this year, up 13.0% over 2021. Growth will slow to the single digits over the next few years, and spending will pass the $50 billion mark in 2025.

The average US adult will spend more time watching digital video than TV in 2024, marking a victory for connected viewing in the streaming revolution. Daily time spent with TV will fall below 3 hours next year, down more than 1 hour, 30 minutes over the course of a decade.

Spotify is the No. 1 digital audio service among US teens and adults, with 35% digital audio listeners ages 12 and older using that platform the most. YouTube Music comes in at No. 2, with 18%, while Pandora rounds out the top three at 15%.

Consumers are driven by value more than anything else. About two-thirds of consumers worldwide who had switched brands in the past year were looking for better deals. More than half were seeking better product quality.

This year, TikTok will surpass YouTube in terms of time spent by their respective adult users in the US. The short-video app will see 45.8 minutes per day from its average adult user, edging out YouTube, at 45.6 minutes.

US smartphone gamers will spend $18.83 billion on virtual goods this year, a massive sum compared with the $0.78 billion they’ll spend on subscriptions. These intangible assets make up a growing industry in the gaming world, especially as more companies—from Nike to Spotify to Chipotle—enter the metaverse via games like Roblox.