The number of US digital gamers will grow by 5.0% this year to 174.7 million. That’s roughly 8 million more than last year, and an increase of 5 million gamers from our previous forecast for 2020.
Based on a bottom-up look at the market, eMarketer has updated our estimates of US digital ad spending this year. eMarketer forecasting analysts Eric Haggstrom and Peter Vahle, along with junior forecasting analyst at Insider Intelligence Nazmul Islam, join eMarketer principal analyst at Insider Intelligence Nicole Perrin to talk about the building blocks of the forecast, what we know about performance at major digital ad sellers, and how it all adds up to the whole. Plus, they put our digital forecast in the context of other major media.
In a challenging year for advertising worldwide, Germany will experience a slowdown similar to that of every other market we track. Germany’s digital ad spending had grown at double-digit rates for each of the past three years, but pandemic-disrupted 2020 will see that growth slow to just 0.8%.
TikTok’s future in the US is still uncertain, but any decision will affect a significant number of US consumers. We forecast that TikTok will have 65.9 million monthly US users in 2020, up from 35.6 million in 2019.
We previously expected there to be 80.5 million US pay TV households this year. We updated our forecast in August, and we now believe that figure will decline by 7.5% to 77.6 million. Our pay TV figures exclude virtual multichannel video programming distributors (vMVPDs), which deliver live TV over the internet.
eMarketer senior analyst Ross Benes, forecasting analyst Eric Haggstrom and senior forecasting analyst at Insider Intelligence Oscar Orozco discuss the gradual return of sports audiences and how advertisers are viewing these marketing opportunities. They then talk about Facebook halting political ads after the election, Twitch selling inventory on Amazon's advertising platform, and out-of-home advertising in Q2.
Business Insider Intelligence research associate Hirsch Chitkara and eMarketer principal analysts at Insider Intelligence Mark Dolliver and Nicole Perrin discuss the latest intelligence report from the US House of Representatives, what it could mean for advertisers, and what its findings might mean for the future of Facebook.
The pandemic has accelerated ecommerce growth in the US this year, with online sales reaching a level not previously expected until 2022. In our Q3 US retail forecast, the top 10 retailers by ecommerce sales will tighten their grip on the retail market.
The healthcare and pharma industry is one of the only US industries to significantly increase its digital ad spend this year.
Amazon Prime Day 2020 will be unlike any other since its debut five years ago. Amid the backdrop of a pandemic and recessionary headwinds, this year’s event promises significant changes that will shake up the entire retail landscape heading into the holidays.
eMarketer principal analyst Mark Dolliver, junior analyst Blake Droesch and vice president of content studio at Insider Intelligence Paul Verna discuss how negative emotions are received in ads, whether we're witnessing the beginning of the end of the Upfronts, if paying with your hands is a good idea, the significance of LinkedIn Stories, if parents are actually influencers, what the Boston Celtics and Twitter have in common, and more.
The healthcare and pharma industry has been slower to embrace digital marketing compared with other verticals we track. Heavy regulation makes ad targeting more difficult, which has kept traditional media buys and in-person marketing popular.
eMarketer senior forecasting analyst Peter Newman and junior analyst at Insider Intelligence Blake Droesch discuss how the pandemic affected Americans' social networking behavior and where the major platforms now rank. Then, Blake talks about Facebook allowing cross platform messaging between Messenger and Instagram, shopping on Reels and IGTV, and a Delta Air Lines social media post.
The retail industry will continue to lead the pack in terms of digital ad spend in 2020, and the lockdown has helped retail solidify its position. This year, UK digital ad spending in the retail sector will reach £3.02 billion ($3.85 billion).
In terms of the allocations of spend across industries, 2020 will be a story of two trends. On one hand, digital ad investments (and advertising investments overall, for that matter) in some sectors will decline immensely as a result of those industries facing insurmountable barriers. On the other, the pandemic will allow certain other industries to remain resilient in terms of digital spend, with relatively strong growth forecasts for the year. It comes as no surprise that the automotive and travel industries will experience huge spending declines in 2020. As the UK imposed strict lockdown rules, pretty much all travel was nixed for several months. Investment in digital advertising by these two industries will thus suffer, with spend declining by 20.4% for auto and by 36.7% for travel this year.