Snap’s attention metric shows the measurement maturing: The platform aims to capitalize on advertiser demand for new ad effectiveness signals.

Our analysts took a look at the first half of this eventful year and provided their own very specific—albeit unlikely—predictions at what could happen in the second half of the year and beyond.

TikTok will see healthy user growth this year in the US, even as its future remains unclear. User time spent on the app is falling YoY, but it still leads other social networks. However, it’s facing more competition from Instagram and YouTube.

The news: Snapchat acquired social calendar app Saturn and about 30 of its employees. For now, Saturn will stay an independent entity, but integration is likely down the road, per Engadget. Our take: Acquiring Saturn was a natural progression in Snapchat’s social path. It doesn’t need to reinvent the wheel when it has an app that already has a massive user base of its target audience. Calendar integrations will help brands more easily geotarget ads based on school events.

On today’s podcast episode, we discuss our ‘very specific, but highly unlikely’ predictions for 2025. What would happen to the social media world if OpenAI bought Snap, what if Starbucks launched a Stablecoin, and why some companies might still want to buy linear networks. Join Senior Director of Podcasts and host Marcus Johnson, Vice Presidents of Content Suzy Davidkhanian and Paul Verna, and Principal Analyst Yory Wurmser. Listen everywhere and watch on YouTube and Spotify.

The trend: Instagram is gaining momentum across Asia-Pacific, fueled by India’s 2020 TikTok ban and a projected 10% user growth in that market for 2025. Japan’s forecast has also climbed, with 44.4 million users expected next year. Our take: Instagram’s rise isn’t just reactive—it’s a sign of strong localization and feature depth. With TikTok facing stricter laws in Australia and Southeast Asia, Instagram’s Reels and group-channel tools position it as the more stable, advertiser-friendly option. Brands targeting APAC should reevaluate platform strategies as Instagram captures more of the region’s fast-changing digital attention.

The number of social network users in the US will tick up 1.7% YoY this year, while adult users will see almost 2% growth. But time spent on social networks among adult users will peak this year, meaning the battle for engagement is on.

The news: Snap announced its sixth-generation AR smart glasses at the 2025 Augmented World Expo (AWE). The wearables will be available to the public for the first time since 2016, potentially unlocking a new revenue stream beyond ads. The lightweight consumer smart glasses, called Specs, will launch in 2026 and include an “ultra-powerful wearable computer.” Our take: Snap’s next-gen smart glasses could diversify its revenue streams and show off its AR prowess. But unless the price tag is affordable and competitive, users may continue to just use Snapchat’s AR filters on their phones.

The news: Snapchat and McDonald’s have launched a collaboration giving MyMcDonald’s Rewards members a chance to exchange points for a one-month Snapchat+ subscription. The offer marks the first time McDonald’s is offering a digital subscription service as a reward. The program is only available to new Snapchat+ subscribers. Our take: Snapchat’s decision to collaborate with McDonald’s shows its evolving strategy to bolster user monetization through premium subscriptions. Attracting new users to the platform and convincing them to become long-term paid subscribers could help alleviate this issue.

Gen Z defines social winners in Asia-Pacific: Snapchat slows in India while TikTok expands in Indonesia and Singapore.

Gen Zers continue to overtake millennials in several prominent digital activities and platforms, including social commerce, podcasts, and Instagram.

US social ad spend will grow YoY in 2025, even as platforms grapple with tariff-related budget cuts from industries that spend heavily on social channels, like CPG and retail.

Social media usage in Canada continues to grow, but it’s spread across a wider range of networks. Meta’s Facebook and Instagram still lead, but TikTok, Snapchat, Pinterest, and X also command large audiences.

Social platforms vie for attention at NewFronts: Meta, TikTok, and Snap all debuted ad updates designed to remain competitive amid a backdrop of uncertainty.

Despite uncertainty related to the economy and tariffs, US social network ad spending is expected to grow. AI offerings, social commerce, and lower-funnel investments will drive outlays.

Snap earnings paint a grim picture for 2025: While revenues were up, the company pulled its guidance and lost 1 million users.

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

Amid dizzying policy unpredictability and a grab bag of unpleasant economic possibilities, precise ad spend forecasting is challenging. A scenarios-based approach can help clarify potential outcomes.

Omnicom expands Creo into a global brand: The agency will unify creator strategy across markets, blending AI tools, media partnerships, and performance goals.

Snap resets its brand story: Grace Kao joins as CMO to lead a creative reinvention, following ad gains and rising interest in immersive media.