AI-fueled gains kept Google, Meta, and Amazon atop Q2’s ad market, but slowing engagement, murky ROI, and macro risks leave the triopoly’s future growth story more complex than the headlines suggest.

Time spent with social media is plateauing, but Gen Z and Gen Alpha are still platform-hopping. As Gen Zers steadily overtake millennials in terms of share, brands must understand the nuances of how each generation uses its platforms of choice.

The news: Baidu has launched MuseSteamer, an enterprise-only AI tool that converts images into 10-second videos using three output modes—Turbo, Pro, and Lite—while upgrading its core search engine to support multimodal inputs. The tool targets businesses looking for scalable, automated creative output. Our take: With nearly half of marketers and creators now using AI for video daily, Baidu is doubling down on the enterprise market. MuseSteamer distinguishes itself from consumer-facing tools by offering speed, reliability, and tight workflow integration. As video becomes the default for content, the winners will be platforms that deliver pro-grade output without creative friction.

The only certain thing about TikTok’s sale is more uncertainty: Washington keeps kicking the can on a US sale, leaving TikTok to convince advertisers not to panic.

The news: YouTube Shorts now average 200 billion daily views, a 186% increase from 70 billion in 2024. The platform also sees 1 billion daily TV watch hours, leading Nielsen’s streaming rankings with 12.5% of total TV viewership, surpassing Netflix, Disney+, and Prime Video. Our take: As audiences increasingly favor quick, viral videos, marketers have the opportunity to explore partnering with rising creators and scaling campaigns across mobile and CTV to maximize reach and impact.

Gen Z is driving the vertical video revolution: Platforms and marketers must meet them where they are—on mobile and with creators.

Lens integration sidesteps users to search without leaving the app. It sets up future monetization even if beta excludes ads and affiliate links—for now.

YouTube introduces new offerings for ads, podcasts: The platform aims to highlight its ability to reach audiences with unmatched versatile content options.

Updates to YouTube’s “Inspiration” tab: The changes will allow videos to be transferred from TikTok are part of YouTube’s push to secure marketing dollars.

YouTube shows virtual influencers are gaining traction: While the technology promises innovation, not all consumers are buying in.

TikTok builds its creator offerings while revenues thrive: While ByteDance is seeing notable growth, the tide could turn with an impending US ban.

As feature parity becomes strategy, Meta chases engagement and relevance.

YouTube Shorts views get redefined: Starting March 31, every play counts as a view—but only “engaged views” will determine monetization and deeper insight.

Advertisers are stepping back from TikTok: CPMs fell significantly YoY, but advertisers should focus on diversification, not total abandonment, for the best results.

A dedicated Instagram Reels app could give Meta an edge over TikTok—or fragment its audience. If users resist another app, Instagram’s video dominance could take a hit.

At $30 per minute, Veo 2 targets high-end business users, testing demand for costly AI-generated content.

TikTok returns to US app stores, hinting at a secure future: Regulators and storefronts say they want to keep the app around, putting it on much stronger footing.

The future of Super Bowl advertising is multi-platform: Brands are investing in second-screen engagement and digital-first campaigns to maximize impact beyond the game.

Snap faces ad revenue headwinds despite solid Q4: AI, AR, and creator investments need to deliver as brands seek better ROI in a tight ad market.

Nearly three-quarters of Gen Alphas (ages 1 to 12) are online. This means they will likely be more adept than their predecessors at navigating digital spaces and using tech.