YouTube Leads TV Platforms with 11.6% Share, Up 53% in 2 Years

11.6%

YouTube became the top TV platform in February, capturing 11.6% of total TV viewing, a 53% jump from two years ago, according to Nielsen. It surpassed Disney, which fell to second place due to the lack of major sports events. This milestone highlights YouTube's rising dominance on the biggest screen in households.

27 M

​Nine out of 10 consumers globally use social media to follow trends and cultural moments. In the US, users spend an average of 1 hour and 27 minutes daily on social platforms. Facebook will lead in 2025 with 177.9 million users, followed by Instagram, TikTok, and Snapchat. Marketers are encouraged to pair social media with influencer and reactive content to stay relevant in cultural conversations.

30%

​Only 30% of agencies, brands, and publishers have fully integrated AI into their media campaigns, with many lacking a clear strategy. Data quality, security, and fragmented tools remain key barriers. While AI offers transformative benefits, widespread adoption is still limited, putting slower adopters at risk. Those already using AI report high satisfaction, but most still rely on basic tools without robust frameworks.

36.2%

​Brands are shifting from celebrity influencers to everyday consumers and micro- or nano-influencers, focusing on authentic, word-of-mouth content. US nano-influencer spending is projected to grow by 36.2% in 2025, while micro-influencer spending will rise by 25.3%, outpacing other tiers. Engagement, not follower count, is now the priority, with brands favoring high-volume, relatable posts over polished ads. As private communities and platforms like Reddit grow, genuine recommendations and real product usage are driving consumer trust and purchase intent.

$538.2 B

​Online advertising has evolved from the first-ever banner ad in 1994 to a $538.2 billion industry projected by 2032, growing at a 9.5% CAGR. From simple banners to data-driven, AI-powered, and video-centric strategies, it now shapes how brands engage consumers across mobile, social, and programmatic platforms. The rise of mobile, social media, and video ads, along with advancements in AI and analytics, are fueling this growth — despite challenges like privacy concerns and ad blockers.

77%

Marketing in today’s diverse America demands culture-first insights, not generic campaigns. With Hispanic Americans driving hispanic marketing, which is growing to 77% of recent population growth, brands must move beyond stereotypes and surface-level cues. Successful campaigns, like McDonald’s Dulce de Leche and Doritos Dinamita, show how deep cultural understanding can resonate powerfully. Leading with authenticity and nuance helps brands build meaningful connections and lasting impact.

4.3%

​Magna's 2025 U.S. Ad Forecast shows cautious growth amid economic uncertainty, lowering the ad market growth estimate to +4.3%. Digital platforms like search, retail media, and streaming will continue to thrive, growing by +9.6%, while traditional media faces stagnation or decline. Ad-supported streaming remains a bright spot, with 75% of streaming hours now carrying ads, helping offset TV's linear losses.