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.

FTC investigates ad groups, watchdogs over alleged boycott: Advertisers must navigate a landscape where protecting brand image could carry legal risks.

XChat introduces file sharing, disappearing messages, and calls—but user skepticism over privacy and vague “Bitcoin-style” encryption may hinder adoption.

Internal upheaval and delays have stymied X’s payments ambitions, but new beta tests could get the app back on track.

On today’s podcast episode, we discuss how much the merger with xAI can move the needle for X, if the social platform can recoup the kinds of ad dollars it was making before Elon Musk bought them, and where X users have migrated to (if anywhere). Join Senior Director of Podcasts and host Marcus Johnson, and Analysts Marisa Jones and Emmy Liederman. Listen everywhere and watch on YouTube and Spotify.

Threads is now included in Meta’s Marketing API: The change positions Threads as not only an X alternative, but as an effective marketing channel.

Advertisers seek dismissal of X boycott lawsuit: Regardless of the outcome, X still needs to prove itself as a viable channel for advertisers.

This year, we forecast social media company X, formerly Twitter, will see ad revenue growth for the first time in four years, but still only earn about half of what it did in 2021.

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.

The new Account Status dashboard helps explain post visibility, giving Threads an edge over X by offering clarity amid Meta’s evolving content policies.

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.

Threads hits 350 million monthly active users: As the platform sees steady growth, the question of whether it’ll outpace X in the near future intensifies.

X’s ad business is beginning to recover. But the return to growth is complicated, and there’s still a long road ahead for X’s ad revenues to reach pre-Elon Musk levels.

AI detection and watermarking could improve the user experience but deter brands and creators from experimenting with the technology.

A new domain and improved desktop tools are part of Meta’s strategy to win over disillusioned X users and prove Threads’ value to advertisers.

Threads makes ads available globally: The Meta platform benefits from steady growth and a safer brand image than X.

A trade war with the US will hinder economic performance in Canada this year. Ad spending overall is expected to lose the momentum gained in 2024. But many digital formats will benefit from the emphasis on return on ad spending.

TikTok extends its partnership with MLS: The move is part of a broader trend of brands investing in sports.

This is the Q1 2025 installment of our quarterly “Ad Spending Benchmarks” series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.