The pace of change in social media won’t slow in 2024. The rising number of disruptors—whether it’s AI, creators, social search, or TikTok Shop—will both reshape old trends and create new ones.

Dramatic shifts are in the works for 2024, as BaaS, social media players, genAI, and new digital wallets reshape the banking landscape. Our top trends explore what’s in store.

Ad spending growth is tapering off, but major changes are coming to the market, including the deprecation of third-party identifiers, a new era in TV ad measurement, and growing use of AI in advertising.

Gen Z’s attention is split across social media for shopping and search: The cohort’s use of multiple social networks spells opportunity for platforms and advertisers.

Meta proposes ad-free subscriptions for EU users: A strategic shift ahead of 2024's Digital Services Act, with global implications.

On today's podcast episode, we discuss what Amazon's next big hit is, whether X (formerly Twitter) might become a subscription-only platform, whether SEO is already dead, if most retailers will stop offering free shipping, the shortest commercial flight you can take today, and more. Tune in to the discussion with our director of reports editing Rahul Chadha and analysts Ross Benes and Blake Droesch.

TikTok continues to attract a lot of attention, both good and bad. The hype around its heavily engaged and coveted Gen Z audience is real. But concerns over alleged privacy violations have made it a target for regulators, and user trust of the platform has suffered as a result.

Is social media dead? Not exactly. But it has become “less social and more media,” as Insider reported.

What’s happening? Active user figures are falling on both X (the platform formerly known as Twitter) and Meta’s Threads, which started strong but has stumbled recently, with more than 80% of users logging off. Their loss could be LinkedIn’s gain, as both Gen Z use of the platform and B2B ad spend there increase.

Of US Gen Zers on Threads, 40.1% downloaded the platform because it looked fun, while 38.7% wanted to try something new, according to our survey data.

By 2027, there will be a combined 135.5 million Gen Z and millennial social network users in the US, over half of total US social network users, according to our forecast.

In 2025, more than half of US Gen Zers (52.9%) and millennials (52.0%) will be monthly generative AI users, according to our forecast.

Elon’s X dreams will suffer from Twitter’s trust problem: Piecemeal partnerships, like its latest with eToro, won’t drive the earth-shattering change the social media platform needs.

Here’s what Apple, Google, Amazon, and Twitter are doing to build out a space in financial services—and how Big Tech’s expansion into banking will impact the industry.