US Social Network Forecasts 2024

Audience and Video Ad Spending Both Set to Surpass Linear TV

As the race to replace linear TV intensifies, the social networks and YouTube have emerged as strong contenders for its audiences and ad dollars. In 2025, both the number of US social network users and social video ad spending will surpass linear TV.

Key Question: How much of a rival is social media for linear TV audiences and ad dollars?

Key Stat: In 2025, there will be 236.4 million US monthly social network users, compared with 228.6 monthly linear TV viewers.

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    Table of Contents

    1. Executive Summary
    2. Social networks continue their climb as linear TV declines
    3. Social video is chipping away at linear TV time spent
    1. Video content preferences are shifting
    2. Social video is reshaping linear TV advertising
    3. What it all means
    1. EMARKETER Interviews
    2. Sources
    3. Media Gallery

    Interviewed for This Report

    Edward East
    Billion Dollar Boy
    Founder and Group CEO
    Interviewed July 12, 2024
    Shira Lazar
    What’s Trending/Creator Spotlight powered by PRophet
    CEO and Co-Founder/Host
    Interviewed July 30, 2024

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    authors

    Jasmine Enberg

    Contributors

    Rahul Chadha
    Nikolai Dineros
    Max Willens
    Yoram Wurmser
    Principal Analyst

    "Behind the Numbers" Podcast