Most (63%) of global social media users prefer short videos from creators, according to a March impact.com and EMARKETER survey.

The news: TikTok announced updates to its ad capabilities focused on the evolving creator ecosystem at its fifth annual TikTok World event. Updates included an analytics tool for audience insights at different stages of the buying cycle, promotions targeting audiences likely to take action, and multiple changes to TikTok One. Our take: TikTok’s new offerings are key to reassuring advertisers and creators that the platform’s influencer tools still outperform rivals. The features will convince advertisers that TikTok is essential to connect with relevant creators, while showing creators that TikTok remains the best place to make partnerships.

TikTok makes a bid to encourage creators, agencies to livestream: The push is part of the platform’s strategic effort to avoid a US ban.

YouTube has more users than Facebook, Netflix, or Spotify. But its advertising revenues do not match its vast reach. This report contextualizes the opportunities and scope for growth in various media spheres.

Twitch expands sponsorship opportunities: While the change might attract creators, whether brands will buy in is debatable.

Over 20% of U.S. digital buyers (21.7%) will make a purchase off a livestream in 2025, according to an October 2024 EMARKETER forecast.

Consumer behaviors will be shaped by continued uncertainty, heightened in an election year, and cultural trends spilling over into commerce (think Krispy Kreme and Ozempic). Retailers that lean into tech advancements and get back to basics will win.

Which platforms are Gen Z’s top choice for key social media activities? Our proprietary survey sheds light on how they spend their social media time.

Netflix’s latest move means big things for its livestream ambitions: The company will stream the SAG Awards on YouTube this year and on its own platform next year.

The majority of US adults are not interested in or familiar with buying via livestream or video. Just 17% have made a purchase this way, and only 6% do so regularly. Those shoppers are more likely to be young and male.

On today's episode, we discuss the significance of Super Bowl LVII ads already selling out, why personalization is so difficult, ad views in the metaverse, why folks are livestreaming in the wrong place, what to make of Oprah's content deal with Apple TV+ ending, an explanation of the most important sustainability features for retailers to offer, where tailgating came from, and more. Tune in to the discussion with our analysts Blake Droesch, Dave Frankland, and Max Willens.

Mcommerce sales will continue to rise, growing to over 40% of total ecommerce sales. But the market is slowing down overall, and the days of high double-digit growth are coming to an end.

The livestream shopping landscape has completely transformed in recent years. QVC, which saw 45% of the downloads among the top 10 US livestream shopping apps two years ago, accounted for just 10% in the first five months of this year. (Apps like YouTube and TikTok were excluded because ecommerce is a secondary feature of their platforms.)

Around the world, Facebook is the most popular social app for livestream purchases. Among internet users who had bought a product via a social media livestream, 57.8% did so on the blue app. Meanwhile, 45.8% have made a livestream purchase on Instagram, and just 15.8% have on TikTok.

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

Among US social video viewers, YouTube is the most popular place to watch live content, with 52.0% tuning in on the platform. Facebook ranks as their second app of choice, used by 42.6% for live video, while Instagram and TikTok tie for third with 33.4%.

Despite relatively low levels of adoption, social commerce features multiply: Meta-owned platforms lead the way when it comes to social commerce features, but TikTok, Pinterest, and others are working hard to catch up.

Among US gamers, Facebook Gaming is the most popular destination for viewing live gameplay, with 42% watching esports and other gaming livestreams on the platform.

On today's episode, we discuss what it's like to launch an ecommerce business unit during the pandemic and how customers are changing. We then talk about livestream ecommerce's US entry point, how to solve the fitting-room dilemma, and how seriously we should take retailer rental services. Tune in to the discussion with ecommerce general manager for the Americas region at Tekmovil Cristian Serrano and eMarketer senior analyst Matteo Ceurvels and analyst at Insider Intelligence Blake Droesch.

Livestreaming has become a prominent feature across the social media and digital video landscapes. Here’s how marketers are taking advantage of opportunities within the space.