Meanwhile, Twitter and Snapchat will reach parity in US ad revenues.
eMarketer expects Snapchat to pull in $1.18 billion in US ad revenues this year, vs. $1.16 billion for Twitter. Although Snapchat’s user base is growing more slowly than expected, it will still see ad revenue growth this year, thanks to improved measurement capabilities and a growing embrace of ad targeting tools.
Twitter, on the other hand, is not growing: Its ad revenues are expected to drop by 4.5% in 2018. Despite its push into video programming, Twitter will continue to eke out only marginal gains in usage, making for revenue challenges as well.
These forecasts are drawn from eMarketer's latest report, "US Social Trends for 2018: eMarketer's Predictions for the Year." The report looks at key eMarketer forecasts for the year ahead and examines our 2017 predictions—what we got right as well as what we got wrong. eMarketer PRO subscribers can access the full report here. Nonsubscribers can learn more here.
In the latest episode of "Behind the Numbers," eMarketer analyst Debra Aho Williamson takes a peek into the future and predicts what will happen in the fast-changing space in 2018.