Among social networks, Reddit has seen the biggest growth of average time spent per day by US active users, according to our June 2024 forecast.

Our user forecasts for Facebook, Instagram, TikTok, Snapchat, X, and Pinterest in Canada highlight an expanding platform mix increasingly divided by age demographics.

Digital, traditional, and total media ad spending growth will all accelerate in 2024, although only modestly. The outlook has stabilized for most countries and regions, even if spectacular growth is harder than ever to find.

LinkedIn is at a turning point: Users are more engaged than ever, ad revenues are rising, and creators are inking deals on the platform. And LinkedIn’s appeal among both B2B and B2C marketers is growing.

Social video is getting an additional boost in daily time spent this year. It’s mostly coming from a less expected place—Meta—even as TikTok continues to dominate in total time spent.

Social media marketers are using genAI to analyze data, brainstorm ideas, and meet content demands. But these tools come with their own sets of limitations and concerns, often requiring human guidance and intervention.

US social media ad spending will ride the momentum platforms built in H2 2023 thanks to AI, social video advertising growth, and a fixation on bottom-funnel outcomes.

In 2024, a perfect storm of technology, business, and consumer behavior trends will conspire to intensify the challenges of protecting brands on digital media.

Brands and marketers have an increasingly prominent presence at the annual technology, arts, and culture festival in Austin, Texas, which this year took place from March 8 to 16. We break down the key topics that drew the most attention from attendees.

US adults will spend 7 more minutes per day with media in 2024 than they did in 2023, confounding expectations of a post-pandemic reduction in screen and audio time.

The ad spending winter of 2022 and early 2023 was mild and short-lived, as we predicted. And after a solid H2 2023, things are looking up across the board for 2024.

Marketers may be obsessed with reaching younger consumers, but that doesn’t mean that baby boomers aren’t worth their time. Next year, 11.3 million consumers ages 55 to 64 and 10.8 million consumers 65 and older will make a purchase via social media, per our forecast.

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.

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.

TikTok’s addictive videos add up to a huge amount of time spent on the platform. It’s already the No. 2 social app in daily minutes and will top the list by 2025.

Daily social network time is reaching a plateau, as the explosive growth in social video is approaching a saturation point. Even growth in time spent with TikTok is slowing, a sign that there’s a limit to how much social video people want to consume daily.

By 2027, there will be a combined 135.5 million Gen Z and millennial social network users in the US, over half of total US social network users, according to our forecast.

The greatest amount of growth will come from Gen Zers as they enter adulthood, but millennials are still a force to be reckoned with due to the sheer size of their user base.

US adults will spend 1 minute less with media this year than in 2022, although the longer-term topline trend is stable. Among formats and platforms, CTV is grabbing share, mobile is approaching a plateau, and Netflix and TikTok reign supreme.