Social networks will claim close to 32% of US digital ad spending in 2026, as powerful AI systems and improved video monetization help push social past a plateau in time spent among US consumers.

Digital video keeps expanding as more viewers shift to streaming and mobile gains ground. Growth spans every generation, even as cord-cutting accelerates and reshapes how audiences spend time on the biggest screen in the home.

Streaming CPMs are flattening as swelling CTV inventory reshapes pricing power and forces advertisers to rethink how they balance cost, ad clutter, and reach.

Canada’s digital economy is entering a faster, more competitive phase in 2026 as ad spending accelerates, short video surges, ecommerce climbs, and AI-driven search reshapes how audiences discover content.

Shifts in what consumers watch, how they search, and where they shop are reshaping Latin America’s digital economy—and how brands will reach audiences in 2026. Explore the five trends to watch in the year ahead.

YouTube’s established dominance faces new competition from TikTok, long-held digital habits are maturing, and digital video is universal. Our latest forecast data reveals where each age group overindexes, how their time spent is shifting across platforms, and what marketers should prioritize next to stay relevant.

Live sports is drifting from linear TV to fragmented streaming. That’s raising costs, confusing viewers, and forcing leagues and advertisers to navigate new tradeoffs between reach, revenues, and shifting time spent.

Automation, new commerce models, and a fresh generation of consumers are transforming the rules of connection and creativity. Explore the 11 trends shaping the digital future.

Big media acquisitions and streaming integrations will contribute to consolidation in connected TV (CTV) ad spending.

US media habits show a split between heavy streaming and enduring live TV. Gaming, immersive tech, and short video add complexity, making the market both advanced and fragmented.

Short video now beats TV across South and Southeast Asia. Mobile screens rule, platforms fragment, and creator content surges—reshaping news, gaming, and shopping. See how device mix and monetization pressures vary by market.

In Central and Eastern Europe, streaming trails TV as desktops and smart TVs shape habits. Social media is a daily habit, while spending on creators lags. This report shows how these patterns recalibrate media mixes, from radio-heavy markets to fast-growing CTV.

Western Europe’s mediascape continues to change as new formats attract younger and older users alike. The GMI report for Western Europe is a deep dive into the region’s shifting habits relating to time spent with media, media adoption, and device ownership.

Media habits in East Asia and Oceania are being redefined. Streaming outpaces broadcast, creators rival traditional TV, and new devices—from wearables to smart home tech—are reshaping how audiences spend time and money on content.

The Middle East and Africa region continues to change as new formats attract younger and older users alike. The GMI report for the region is a deep dive into its shifting habits relating to time spent with media, media adoption, and device ownership.

Media in Latin America continues to change as new formats attract users of all ages. The GMI report takes a deep dive into the shifting regional habits related to time spent with media, media adoption, and device ownership.

Canada’s mediascape continues to change as new formats attract younger and older users alike. The GMI report for Canada is a deep dive into the country’s shifting habits relating to time spent with media, media adoption, and device ownership.

China’s digital landscape is mobile-first and device-rich, yet media use is fleeting. Short-form video is the standout habit, while light engagement elsewhere forces brands to rethink how to capture attention.

The global mediascape has shifted rapidly over the past decade and continues to change as new formats attract users of all ages. The 2025 Global Media Intelligence (GMI) report is a deep dive into country-level and regional habits relating to time spent with media, media adoption, and device ownership.

From short-form videos to AI-driven targeting, this report reveals how each generation assesses digital ads and whether they act upon them.

By the end of 2025, CTV will overtake linear TV in key metrics like viewing share, viewing households, time spent, and content spending. CTV ad spend with then be set to surpass traditional TV spend in 2028.

YouTube creators aren’t just publishing more TV-like content; they’re reinventing the TV medium. Brands can’t just shift TV budget to YouTube; they must also shift their thinking about what “television” is.

As the creator economy continues to expand, consumer attention is further fragmenting across a growing number of creators and platforms. But revenues are increasingly consolidating into top names, squeezing the long tail of creators and other creator economy stakeholders.

YouTube’s strength is that it’s many things to many people. But that also makes it harder for marketers to reach audiences on the platform. This report outlines YouTube’s challenges and explains how marketers can make the most of the YouTube opportunity.

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.