YouTube is converging social media, streaming TV, digital audio, and product discovery in one platform. But how audiences use it depends on who is watching.​

Retail media networks (RMNs) have built out social and creator offerings, but advertisers have not widely adopted them. To attract spend, RMNs must prove that their offer of better targeting and measurement outweighs the added cost and complexity.

Millennials are entering their peak earning years with deep digital fluency, but adulthood is changing their habits. AI is becoming a practical tool, digital fatigue is reshaping social media use, and family life is influencing media and shopping.

This benchmark covers how ad buyers can calibrate their social media ad spending and budget allocations against the market, and how publishers and solution providers can assess whether their ad revenues align with industry trends.​

Snap wants pharma’s ad dollars, with a new format that keeps Rx ads cleaner and compliant, though potential FDA disclosure changes could undercut its value.

Spending on social remains very strong, thanks largely to automation tools. And with social video continuing to pull in ad dollars, the platforms make a push for live video.

Classroom cell phone bans are spreading fast, reshaping how teens use social media and when advertisers can reach them. The trend is shrinking opportunities to engage young audiences.

Snap beats revenue estimates as US audience shrinks: Marketers should stay selective until the platform proves it can support durable ad demand.

Snapchat adds agency tools and HubSpot integration: The company aims to make lead gen, attribution, and ROAS easier for performance marketers.

Social networks still command attention, but time spent growth is slowing. As video reaches its limits and scrutiny intensifies on multiple fronts, platforms are chasing new ways to keep users engaged.

US programmatic advertising is consolidating around video, CTV, walled gardens, retail media, and agentic AI. Marketers need to balance signal, scale, transparency, and control as automated buying enters its next phase.

Healthcare providers and marketers in the UK should help teens build healthier habits ahead of social media bans and curfews.

Commerce media is becoming less about individual channels and more about creating connected customer experiences. Brands are increasingly combining offsite and onsite media to build awareness, drive consideration, and convert shoppers.

As social networks lean into the roles they play in the ecommerce journey, they are flooding their pipes with commerce content they hope will help them in the emerging agentic era.

TikTok’s influence across Western Europe keeps expanding, but its biggest opportunities vary by market. This report explores where user growth, advertising, and social commerce are accelerating.

Media consumption is climbing again after years of slower growth, thanks partly to genAI. New forecasts reveal how AI, streaming video, live sports, and converged TV are reshaping how US adults spend their time—and driving more screen time in the process.

Gen Alpha is entering its teen years just as scrutiny of social media intensifies. Their habits are taking shape amid new rules, safety concerns, and shifting expectations. And that’s creating fresh challenges for platforms, parents, and marketers.

Canada’s social media audience is spreading across a wider mix of networks. Generational differences are reshaping where brands find reach, relevance, and momentum.

After years of uncertainty, TikTok is regaining momentum with efforts in commerce, creators, and entertainment. But rising competition, regulatory pressure, and changing user behavior threaten its next phase of growth.

Teens lead in TikTok usage, per our estimates, but a new gov't advisory broadens scrutiny beyond social media, increasing pressure on tech safeguards and pediatric care.