Read on for three new things to know from Insider Intelligence.

US influencer marketing spending will rise by 33.6% in 2021 to $3.69 billion. Our inaugural forecast shows that US marketers will allocate nearly $1 billion more to influencer marketing this year than they did in 2020, representing the strongest spending growth in the industry since 2019.

Google exceeds expectations: Based on Tuesday's earnings, we anticipate another upward revision of Google’s ad revenues in our US digital ad spending report, out this fall.

TikTok’s rapid rise during the pandemic has been well-documented, but until recently, its fate had been uncertain due to increasing government scrutiny in several countries.

Influencer marketing spending in the US is set to grow more than 30% this year and surpass a key milestone. According to our inaugural forecast on US influencer marketing spending, the category will exceed $3 billion in 2021 and will surpass $4 billion next year.

On today's episode, we discuss what to make of YouTube ad impressions moving over to TV screens, our connected TV ad spending estimates, and how to make TV ads more actionable. We then talk about what's driving Amazon's ad business, whether NBCUniversal can get primetime TV ad rates for slots on Peacock, and what impact Nielsen's new Podcast Ad Effectiveness+ solution will have. Tune in to the discussion with eMarketer senior forecasting analyst at Insider Intelligence Eric Haggstrom.

Attack of the clones: Now that most major social platforms have a TikTok-like feature, each is exploring different ways to use short-form video to further their longer-term goals.

Advertisers are increasing their upfront commitments, particularly for connected TV.

The medium screen: New data on ad impressions shows that more YouTube viewing is happening on TVs, suggesting the platform will soon become an increasingly popular place to reallocate TV ad dollars.

BuzzFeed will pay up to $10K to creators: The program will award prizes for top-performing content. Though it will only last through the summer, it's likely a pilot program or a precursor to a more social BuzzFeed Community hub.

The return of live sports produced a flurry of licensing activity from broadcast networks and streaming services—including digital video, social, and ecommerce platforms. It also reignited concerns about the sustainability of pricing models for sports video and TV.

Average daily time spent with media shot past the 10-hour mark last year, pushing media consumption to new levels in Canada.

A semblance of normalcy will return in 2021 after a media-saturated 2020, fueled by the pandemic. But while media time will reset somewhat this year, digital’s influence will continue to grow.

This report explores our Q1 2021 estimates of time spent with media in the US and analyzes which behaviors will stick in 2021.

Amazon to buy MGM library: The deal would give Amazon leverage over rivals that license out MGM content—plus, it could help the company increase watch time on Prime Video.

Digital ad dollars are shifting toward YouTube

The ad market in the UK suffered during 2020, but the decline in spending was only marginal as digital investment took up much of the slack. Indeed, the resilience of digital formats has been palpable amid the pandemic.

The duopoly of Facebook and Google still dominates digital ad revenues worldwide, but a collective rival from the ecommerce industry is showing momentum.

In 2020, digital video ad spending exceeded TV ad outlays for the first time in Canada. Digital video gained the most momentum of any format amid the pandemic last year, growing by 10.0% year over year (YoY). This includes both in-stream video formats (e.g., YouTube ads) and those outstream (ads appearing in social media feeds).

What to look out for at the NewFronts: CTV and social video will shine at this week's digital upfront presentations, as both formats have grown rapidly over the past year.