Our analysts have already shared what they think will be the biggest trends of 2023, but we’re not done with the crystal ball just yet. From patchwork TV measurement to Meta cashing in on its messaging apps, our team revealed some thoughts on what’s to come in the year ahead.
The ad industry will never be the same after 2022: Between the ad downturn, regulation, and new channels, the ad industry entered a new era.
In 2022, both YouTube and TikTok captured 46 minutes of their adult US users’ attention each day, per our estimates. Netflix reigned supreme at 60 minutes daily. Time spent with TikTok will tick up every year through 2024, when it will reach 48 minutes per day, but it won’t pass Netflix anytime soon.
Social media isn't dead; it's evolving: Gen Z will play a major role in how platforms transform going forward.
Social commerce stands to benefit from younger consumers: The majority of Gen Z shoppers use social media to discover new products.
Meta trapped in the middle of its past and future: One year after its bold pivot to the metaverse, Meta is wrestling with poor VR user adoption while desperately trying to resuscitate legacy apps in a flagging ad-revenue reality.
Despite inflation continuing into the new year, we believe that influencer marketing will endure. Why? Trust may have a little something to do with it.
Will Elon Musk’s Twitter flourish or falter? Despite the current chaos, some see potential for significant changes.
Meta accused by EU of violations over online classified ads: Regulators contend tying Facebook social network to Marketplace service hurts competition.
“The sky isn’t falling,” according to The New Consumer and Coefficient Capital’s “Consumer Trends 2023” report. But consumer habits are changing as a result of high inflation, shifting attitudes around COVID-19, and the battle for digital attention. Here are our key takeaways from the report.
Twitter’s turbulent takeover: The Twitter-Musk saga is one of the biggest stories for 2022 that will likely continue into 2023. It could strangle other Musk-owned businesses like Tesla, which Musk is using to sell stock to keep Twitter afloat.
2023 will be a big year for content moderation: Major social media platforms will need to improve on this front next year, or face consequences.
We look at 2022’s biggest tech flexes that changed the landscape of business or left us scratching our heads. The year saw Tesla’s CEO buying Twitter, Google exiting games, Amazon bringing back the dead, and TikTok expanding into various other segments.
Will TikTok’s China ties stymie its progress in US? Legislative and regulatory suspicions and scrutiny pile up even as the app gains favor with marketers and users.
Netflix versus TikTok is the battle to watch in 2023.
US government intensifies stance against TikTok: A permanent ban from government devices could push the public sector to further remove TikTok from devices. But some fear the service is too big to fail.
Twitter’s journalist bans are a multifaceted mistake: Musk’s flippant move has caught regulator attention, will worry advertisers, and shows a misunderstanding of what drives the platform’s content.
US lawmakers put more pressure on advertising and social media: Senators propose a ban on tracking users under 17 and call for legislation before the current session ends.
“Attention must be earned in an instant.” That’s according to our analyst Paul Verna. “The dominant ad formats [on social media] are below 15 seconds and in some cases as low as 3 seconds.”
Social’s share of total digital ad spending will shrink every year through 2024 at an accelerated rate. We