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.

Italy’s digital economy continues to expand as advertising investment grows and consumers spend more time across social, streaming, and connected media environments.

Electronics ads convert best of any retail category at 7.58%, nearly four times the rate of home and kitchen ads (1.94%) at the bottom of the pack, according to a Q4 2025 report from SellMetric.

TikTok pushes women toward DIY health advice, making it essential for providers and marketers to monitor viral trends and deliver trusted guidance.

TikTok turns microdramas into ad inventory: Growth Max lets brands build or sponsor episodic content as viewers watch ads to unlock more episodes.

Consumers prefer relatable stories on social media over quick answers, making patient voices key for brands.

TikTok video views for wellness brands grew 646.9% YoY in Q1 2026, even as views across all industries fell 6%, according to a Q1 2026 report from Dash Social.

The same social media video behaviors that shape other purchases are influencing their health and wellness choices.

AI changes creator playbooks: Cannes Lions showed platforms weaving AI into creator tools as marketers balance scale with credibility.

YouTube Shorts streamlines the user experience: 2x playback, Clean Screen, and simpler feedback tools could fuel longer sessions and sharpen ad targeting.

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.

TikTok audiences watch just 21% of the average branded video, meaning 4 out of 5 viewers drop off before the end, according to a March report from Dash Social.

Meta’s spotlights AI at Cannes: The company is leveraging its scale to advance automated ads, but marketers still need strong creative and clear guardrails.

New tools turn barista content into scalable advertising.

YouTube settlement sharpens youth safety concerns: As social companies head to court, brands may need a more cautious approach to youth audiences.

TikTok puts AI in charge: Symphony Agent turns trend spotting, creator sourcing, and ad creation into a faster, AI-led workflow.

Digital commerce platforms' payment offerings are growing faster than their core ecommerce businesses, making them crucial revenue and merchant retention drivers. But to stay competitive, platforms must evolve their payment capabilities to keep pace with AI, social commerce, and a shifting economy.

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.

CTV has sizable and growing media time in Canada, but ad spending still lags. As viewing habits shift across digital channels, marketers face growing pressure to realign budgets before attention moves further ahead of investment.