51.1% of US Snapchat users will come from Gen Z this year, according to our September 2023 forecast. TikTok is also dominated by Gen Z, with 44.7% of users coming from that age group.

Creator content isn’t an experimental area for advertisers anymore. It’s an established, full-funnel channel that can deliver measurable results. Why is the channel so important right now?

TikTok users are spending half of their time watching videos that are 1 minute in length or longer, according to The Information.

Google's ad network oversight exposed: Inappropriate and illegal site placements challenge industry standards.

Walmart is launching its first shoppable video series: The first episodes of the holiday-themed “Add to Heart” will be available on Roku, TikTok, and YouTube beginning on Dec. 2.

For Q4 2022 to Q4 2023, YouTube’s costs per thousand (CPMs) ranged from $13.03 to $15.34—a swing of $2.31, according to our forecast.

How does social media influence Gen Z’s customer journey?

Viewership in Canada is changing, as more eyeballs turn to connected TV and digital video for long-form content.

Gen Z is ready to spend this season. Millennials may be a bit cautious. YouTube is the place to go if brands want to get on Gen Alpha’s radar. And for older consumers, trust is the key to getting them to spend. Here’s how retailers can appeal to each generation as the holiday season readies for Cyber Five.

Sunday Ticket propels YouTube TV to 48% growth: The pay TV service has seen subscriptions jump significantly since it acquired the costly streaming rights.

YouTube’s anti-ad blocking campaign sparks a user outcry: The company is raising ad-free pricing in multiple markets shortly after banning ad blockers.

On today's podcast episode, we discuss the ongoing antitrust trial between Google and the Department of Justice, why Google should be looking over its shoulder at Amazon, and what to make of YouTube's most recent performance. "In Other News," we talk about why Google Maps is becoming more like Search and the most important thing going on in affiliate marketing. Tune in to the discussion with our analyst Max Willens.

Social commerce sales are continuing to rise steadily, reaching $82.82 billion in the US next year, per our forecast. But it’s getting harder to convert new buyers. Here’s how retailers can encourage more social media purchases and boost their social commerce sales.

Next year, US podcast ad spend will pass the $2 billion mark, according to our forecast. We project double-digit growth through the end of our forecast period in 2027. New data from the Interactive Advertising Bureau (IAB) finds that podcast ads are trending toward brand awareness, with increasing emphasis on video formats.

Creator platforms like YouTube have started folding generative AI tools into their products. That means creators and marketers could be using generative AI tools without even realizing it. Advertisers on YouTube have already been taking advantage of AI through recommendations, optimization tools, and other ad solutions, said Tara Walpert Levy, vice president of Americas at YouTube, speaking at Advertising Week New York 2023.

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.

Netflix’s time spent exceeds its ad revenues the most. YouTube leads in time spent and ad revenues. Amazon will make a big splash in streaming advertising.

E.l.f. Beauty’s “Make up over Makeup” campaign, which launched in May, was a departure from what many think of as creator marketing. The campaign brought creators Chris Olsen, who boasts 12.1 million followers on TikTok, and Ian Paget, who has 2.5 million followers on TikTok, together after their high-profile breakup for a conversation and makeover.

Among major streaming services, Netflix’s time spent share exceeds ad revenues the most, indicating it has the most room to expand.

YouTube keeps rolling out shopping tools: The latest update enables creators to make the shopping button appear at relevant points in their videos.