US adults will spend slightly more time on social networks this year, but social’s share of digital media time is slipping as streaming video surges.

OTT video is reshaping how adults spend their media time. Subscription streaming, free ad-supported channels, and long-form YouTube content on CTV are pulling attention away from traditional TV—and expanding total viewing in the process.

Media habits keep evolving as digital gains ground faster than traditional declines. Video is absorbing more attention, screens are doing more of the work, and the central battle is for a share of limited consumer time.

Neobanks and fintechs are taking stronger initiative.

Connected TV is becoming a true bridge between branding and performance, pairing big-screen storytelling with the targeting and measurement rigor of digital. With the right setup, user acquisition teams can bring mobile-style discipline—installs, engagement, and value—to the living room screen.

Less than 3% of consumers in India recall digital ads they see despite spending an average of 2.17 hours daily consuming videos on mobile devices, per a report from RK Swamy Centre for Study of Indian Markets. Digital advertising is an essential part of a well-rounded campaign strategy in the digital-first era. But with ad effectiveness low, advertisers must carefully tailor strategies to drive the best outcomes.

Our exclusive research reveals what factors are influencing the path to purchase for personal care and beauty products.

How can industry ad buyers calibrate their ad spending and budget allocations against the market, and how can media companies and solution providers assess whether their ad revenues are in line with industry trends?

This is the first installment of our “Canada Ad Spending Benchmarks” series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

Retailers face an atypical holiday season. Instead of the usual end-of-year boom, 2025 is expected to bring a rare deceleration in holiday sales growth.

Online fashion sales are stable and growing slowly, but they lag wider ecommerce. Consumers are concerned about sustainability, but price is a bigger priority.

As consumers turn to fintechs and payment providers for timely, solution-based support, banks are losing relevance. Staying in the game means shifting from product pushing to customer-led journeys.

Total time spent with media per day in the US is no longer growing meaningfully, but there will still be significant churn between devices, activities, and platforms as consumers choose how to spend their time.

Online fashion sales growth in France is stabilizing as global competitors capture market share and social platforms become more influential.

On today’s podcast episode, we discuss the battle between linear TV and CTV, one mobile device metric that is going down, and a surprising finding about which age group uses YouTube the most. Join Senior Director of Podcasts and host Marcus Johnson, Principal Forecasting Writer Ethan Cramer-Flood, and Senior Director of Forecasting Oscar Orozco. Listen everywhere and watch on YouTube and Spotify.

The market will return to growth in 2025, but retailers face ongoing disruption from ultra-fast-fashion players and TikTok Shop.

US consumers will spend 8.6 hours daily with digital media in 2025. How they divide that time across devices is evolving as video content drives strong growth in connected TV usage.

US advertisers will spend 82% of their media budget on digital in 2025, and allocate 66% of that budget to mobile, per a March EMARKETER forecast.

Charter Communications and Cox will merge: Though the deal could face regulatory scrutiny, it promises to revitalize the ad landscape, if successful.

On today’s podcast episode, we discuss Meta’s capacity to weather the tariff climate, how Meta plans to redefine advertising, and what happens if it is forced to sell Instagram and WhatsApp. Join Senior Director of Podcasts and host Marcus Johnson, Vice President and Principal Analyst Jasmine Enberg, and Senior Analyst Minda Smiley. Listen everywhere and watch on YouTube and Spotify.