Time spent with social media is plateauing, but Gen Z and Gen Alpha are still platform-hopping. As Gen Zers steadily overtake millennials in terms of share, brands must understand the nuances of how each generation uses its platforms of choice.

After advertisers spent Q1 2025 reacting to the threat of tariffs, they shifted their focus back to the business of figuring out how social platforms’ automated offerings complement more established methods of investment.

Social network ad spending is still high relative to time spent on them, a disconnect primarily driven by Meta. As time spent with social networks plateaus, platforms are trying to break into CTV to capture the time spent (and ad dollars) in streaming.

Social video’s momentum continues as advertisers direct the majority of their social network budgets toward it. Lines are continuing to blur between streaming platforms and social networks, especially as the latter increases its emphasis on video.

Social search is gaining ground. Roughly two-thirds of US consumers search on at least one social platform in ways that can influence every part of the consumer journey.

Social network user growth will be slow on a worldwide level, but 2025’s meager 2.9% increase will still equate to more than 115 million new users. Facebook remains in the lead in most countries and regions, even though its share of internet users is declining.

France’s digital landscape is evolving fast, driven by shifting consumer and media habits and increasing ecommerce adoption. Recent data reveals the trends shaping digital spending, retail sales, and more.

Despite high penetration of social networks among internet users in Asia-Pacific, population-wide adoption lags. As such, we expect 209.6 million new social media users in the region between 2025 and 2029.

A young, culturally influential, and economically powerful group, Black consumers are shaping digital trends through high engagement with streaming and social media while shaping retail with their distinct shopping preferences.

Germany’s digital landscape is evolving fast, driven by shifting consumer behaviors, increasing ecommerce adoption, and changing media habits. Recent data reveals the trends shaping digital spending, retail sales, and more.

TikTok will see healthy user growth this year in the US, even as its future remains unclear. User time spent on the app is falling YoY, but it still leads other social networks. However, it’s facing more competition from Instagram and YouTube.

Latin America’s ad market will surpass $40 billion this year as it continues to defy economic uncertainty. Rebounds in Argentina and Chile, along with double-digit growth in retail and social media spending, will fuel momentum. Here are the latest trends you need to know.

The number of social network users in the US will tick up 1.7% YoY this year, while adult users will see almost 2% growth. But time spent on social networks among adult users will peak this year, meaning the battle for engagement is on.

Total media time is decreasing in all three countries. The decline is slightly less pronounced in France and Germany, where relatively strong traditional media usage and steady growth in digital time help balance the drop.

US consumers will spend 8.6 hours daily with digital media in 2025. How they divide that time across devices is evolving as video content drives strong growth in connected TV usage.

Tens of millions of Americans will use weight loss drugs in the coming years. Here’s what pharma, food and beverage, wellness, and fitness brands and marketers need to know about GLP-1 patients’ changing behaviors alongside their medication use.

Gen Zers continue to overtake millennials in several prominent digital activities and platforms, including social commerce, podcasts, and Instagram.

Italy’s digital landscape is evolving fast, driven by shifting consumer and media habits and increasing ecommerce adoption. Recent data reveals the trends shaping digital spending, retail sales, and more.

Social media usage in Canada continues to grow, but it’s spread across a wider range of networks. Meta’s Facebook and Instagram still lead, but TikTok, Snapchat, Pinterest, and X also command large audiences.

India’s commerce landscape is undergoing rapid transformation, fueled by booming ecommerce, rising mobile shopping, and the growing influence of social media.

X’s ad business is beginning to recover. But the return to growth is complicated, and there’s still a long road ahead for X’s ad revenues to reach pre-Elon Musk levels.

Australia’s digital landscape is evolving fast, driven by shifting consumer behaviors, increasing ecommerce adoption, and changing media habits. Recent data reveals trends shaping digital spending, retail sales, and more.

What do brands need to know about the next wave of digital growth?

YouTube has more users than Facebook, Netflix, or Spotify. But its advertising revenues do not match its vast reach. This report contextualizes the opportunities and scope for growth in various media spheres.

Nearly five years since hundreds of Chinese apps were banned from India’s app stores, some can be found in the country’s Apple Store and Google Play once again. Will this open the door for other previously banned Chinese apps?