2025 is the year marketers will get serious about the creator economy, according to our analyst Jasmine Enberg.

A series of major milestones are on tap for total media and digital media ad spending around the world in 2025, although growth will be uneven across countries and regions.

In 2024, traditional TV accounted for less than half of US total video subscription revenues for the first time. Its share of video subscription revenues will slip to about one-third by the end of our forecast in 2028.

TikTok boosts awareness of apparel: Industry KPI data shows app’s dominance in reaching consumers and raising brand presence.

After more than a decade of healthy, double-digit compound annual growth, ad spending on digital audio services slowed dramatically in 2023, downshifting the space into a new era

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.

This year, streaming services will finally earn more than traditional TV in subscription revenues.

Ad budgets are slowly migrating from terrestrial radio to digital platforms, but the shift is stymied by slow platform subscriber growth and by YouTube.

Social platforms agreed to tighten moderation of hate speech in the EU while loosening rules in the US, risking an unpredictable content environment.

Not everyone gets news from creators and influencers. But alternative voices, especially podcasters, hold a lot of sway over key demographics, including Gen Z, men, and consumers who feel marginalized by mainstream media.

AI firms are paying for raw footage, offering creators extra cash—but with low payouts and growing privacy concerns, is this a good deal or a short-term play?

TikTok Shop’s demise could benefit Amazon, Etsy, and Temu: All three retailers are poised to scoop up spending in the event of a TikTok ban.

A class action lawsuit against Google has big implications: Big tech’s streak of regulatory woes continues, even with change in US leadership.

Between navigating a TikTok ban that s been looming since 2020 and the unreliable nature of social media algorithms, brands and creators in influencer marketing are accustomed to diversification.

The loss of TikTok in the US would cause a ripple effect across the media, marketing, and commerce landscape. Meta and YouTube stand to gain the most, but there is a long list of other winners—and losers.

In the last 12 months cookies got a stay of execution, TikTok did not (yet), AI exploded, and viral content cluttered our feeds. So much happened in marketing in 2024, it can be difficult to cut through the noise and take stock of what to focus on in 2025.

The net neutrality reversal makes deep pockets more important than relevance, threatening SMBs and reshaping the battle for online visibility.

CTV display ad spending will reach $33.35 billion in 2025, with 98.4% of those dollars going to video ads. Total CTV ad spending will see solid double-digit annual growth rates through our forecast period to reach $46.89 billion in 2028.

Social media dominates teen lives: Balancing screen time, mental health, and meaningful digital engagement becomes increasingly urgent for parents and educators.

Mobile-first gaming leads the charge into 2025: Smartphones and portable consoles are reshaping gaming as enhanced hardware makes premium mobile games a competitive force.