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.

Sports betting apps are now mainstream in the US. Since legalization, a wave of new bettors has put betting platforms front and center in sports media. EMARKETER projects the number of US online bettors will cross 50 million in 2026.

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.

Microdramas—episodic series made for vertical viewing on phones—gained popularity in China and are now taking off in the US. Using techniques like product placement and creator partnerships, brands are figuring out how they can use this new genre.

US proximity mobile payment spending is growing faster than its user base as tapping phones to pay becomes an ingrained habit. Leading wallets must now focus on maximizing usage.

Marketplaces have been driving US ecommerce growth. But established players face a shake-up from new entrants and advances in AI and agentic commerce.

This year, retail will underperform overall US ad spending growth for the first time since 2018 as advertisers cut budgets amid tariffs and economic uncertainty. But the outlook for 2026 is more optimistic.

Our exclusive data explores how social commerce and AI are reshaping the beauty path to purchase for US consumers.

2026 is set to be another strong year for the global travel industry. A record 5.2 billion people are expected to travel by air, up 4.4% YoY, according to the IATA. While global demand remains robust, the US industry is contending with several headwinds, including weakening interest in domestic travel—from both US consumers as well as international visitors—which is pressuring budget carriers and pushing prices upward as airlines target premium customers. With the softening jobs market and growing uncertainty contributing to consumers’ “bad vibes” about the economy and their personal finances, US demand for travel is likely to continue to be uneven in 2026.

Our inaugural Pulse of the Consumer: Personal Care and Beauty Survey explores how US shoppers discover, research, and purchase products across channels.

In-store product discovery still reigns supreme among US Hispanic shoppers. But their path to purchase is highly digital, influenced heavily by price comparison and social media videos.​

PayPal will power stablecoin payouts for US creators on YouTube, per Fortune. US creators can receive PYUSD payments instead of direct deposit. While PayPal’s stablecoin payments are exclusive to US creators for now, the benefits of crypto are more likely to be felt by international creatives, who could be served by lower fees and faster transaction times facilitated. If US adoption is favorable, PayPal has a viable growth plan moving forward.

Revolut sold shares that valued the company at $75 billion. The amount raised was unclear, but the buyers included several venture firms and asset management firms that commonly invest in private shares. Revolut’s global success has been remarkable. But it may just crowd the graveyard of foreign neobanks that have tested the US waters. N26 quit in 2022 after two years. When Bunq tried in 2023, it gave up after getting tied up in regulatory reviews. Monzo still operates in the US but gave up hope of getting a banking license. Incumbents have a lot to fear, but Revolut doesn’t have a slam dunk.

US Bank offered cardholders exclusive discounts during its “Bonus Days,” per press release. Rewards include double cash back, double rewards at certain retailers, 10% off gift card purchases, and select discounts on merchandise, all activated and available through US Bank’s shopping portals and app. Slowly shifting consumers’ attention into banking and payment apps can open major new revenue streams for issuers. However, as these initiatives are piloted, issuers can’t lose consumers’ trust with their data.

The US accounts for just 10% of TikTok users but generates 41% of the platform's ad revenue worldwide, according to a July forecast from EMARKETER.