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.

On today's podcast episode, we discuss how creators are evolving; why YouTube is white space for many marketers; and how marketers, social platforms, and media companies should shift their strategies. "In Other News," we talk about what freedom of speech actually means on social media and why TikTok and Pinterest are taking different approaches to social commerce. Tune in to the discussion with our analyst Jasmine Enberg.

On today's podcast episode, we discuss a digital out-of-home (OOH) TikTok initiative, whether OOH ads have actually bounced back, and what we expect to see from in-store retail media. "In Other News," we talk about YouTube experimenting with longer but less frequent ad breaks and whether consumers are finally bumping up against a video streaming ceiling. Tune in to the discussion with our analyst Ross Benes.

The range of costs per thousand on major US streaming services is narrowing as new entrants Netflix and Disney+ come down from their initial ad-tier launch highs in late 2022.

Key stat: 53.7% of US marketers will use Instagram Reels for influencer marketing this year, making it the top platform for influencer marketing according to our forecast.

Just over 80% of US Gen Zers ages 15 to 26 use YouTube monthly, and almost the same percentage use Instagram or TikTok, per our July 2023 survey. More than half still visit Facebook. And though BeReal was the trendy app last year, only 15.1% of Gen Z respondents use it.

Netflix’s advertising strategy is evolving as streaming services raise subscription prices to sway users to ad-supported tiers.

YouTube is the most widely used free video service among US internet users of all generations, according to Kagan. Its highest saturation is among Gen Zers (82%) and millennials (78%).

Which platforms are Gen Z’s top choice for key social media activities? Our proprietary survey sheds light on how they spend their social media time.