We have upped our social user forecast since our last revision in December 2022. And next year, there will be nearly the same number of social users in the US as there are TV viewers, a historic audience shift. If there’s any medium that’s “dying,” it’s linear TV.
Our Take: Marketers clinging to TV should shift their attention to social. While time spent watching linear TV is still well ahead of time spent with social networks, TV time is falling, not growing. As marketers plan for a post-TV future, they must also continue to invest in advertising on social platforms to reach those audiences. Companies that cling to TV despite its challenges with measurement and targeting will be left behind.