Millennials outpace Gen Z on eight of the 12 digital platforms EMARKETER tracks.

Contextual targeting gives Reddit an edge: The platform is expanding a feature that let advertisers buy space in highly specific comment sections.

Gen Zers are on a path to take the lead on most platforms, while millennials remain a stable digital population and other generations pick up new habits.

Reddit doesn’t want another user blackout: A new policy prevents incidents like last year’s protest and ensures users cant nullify ad space.

By adding translation tools in new markets, Reddit seeks to drive growth and keep momentum post-IPO.

YouTube is doubling down on social connectivity and AI tools to stay competitive with rivals like TikTok and Meta. The platform’s new suite of features introduced last week include Communities, a fan’s ability to boost creators’ videos, generative AI (genAI) video tools, and gifting. These innovations mimic what’s working on other social media platforms as YouTube seeks to remain social even as it builds out its connected TV business.

Young consumers’ habit of regularly checking companies’ and apps’ reviews creates a valuable opportunity to build relationships.

Platforms owners like Meta and Snap face scrutiny over data exploitation and child privacy laws. Regulatory action could disrupt their ad-based profits.

Three in four consumers are concerned about fake reviews, according to January 2023 data from Bazaarvoice. Amazon and other retailer websites have a fake reviews problem, and it’s driving consumers—Gen Zers in particular—to seek information about products on social media sites like TikTok and Reddit.

Reddit was the fifth highest-visibility domain in Google’s organic search results in July 2024, up from No. 68 in July 2023, according to Sistrix. And since going public in March 2024, the company has introduced new ad products and search improvements.

Shopping has spread across the entire social ecosystem. Our survey of social shoppers found that the kinds of goods and services people buy differ meaningfully across the platforms.

Reddit, unlike most social media platforms, is growing: Facebook, Instagram, and even TikTok are seeing engagement drops, per Comscore data.

On today's podcast episode, we discuss why Pinterest is growing so fast, how Snapchat is able to get more and more folks to pay for its premium service, and why people are spending increasing amounts of time on Reddit. Tune in to the discussion with our director of Briefings Jeremy Goldman and analyst Daniel Konstantinovic.

This is the first installment of our quarterly “Ad Spending Benchmarks” series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This is the first installment of our quarterly “Ad Spending Benchmarks” series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This report compares our 2024 US ad spending and time spent with media forecasts. It identifies incongruities between how marketers are spending ad dollars and where consumers are spending their time.

Reddit’s Q2 gives uncertain signs: Despite beating expectations, concerns were raised about its long-term viability as an ad platform.

Our forecast for time spent with media has held relatively steady throughout 2024, but several important milestones are on the horizon.

The number of Gen Z social media users continues to rise, but it’s baby boomers who are fueling growth on TikTok and Snapchat.

At $22.25 billion, digital advertising is advancing unabated in Latin America this year. Double-digit gains in video and retail media ad spending, as well as improving economic conditions in Brazil and Mexico, will help take the regional market to new heights. Here are the latest trends you need to know.