YouTube leads social platforms with 16% more users than WhatsApp. Digital ad spend soars to $1.1T in 2024, with AI and social media driving marketing innovation.
YouTube is now the world’s ‘most used’ social media platform, with an active user base 16% larger than second place WhatsApp; Facebook, Instagram and TikTok round out the top five.
Digital and social ad spend grows – again: Digital ad spend grew to US$1.1 trillion in 2024, up $75 billion (7.3%) from 2023. Digital channels now make up 72.3% of worldwide ad investment, a 10.3% ($74 billion), year-on-year.
ChatGPT makes gains: ChatGPT leads the AI leaderboard, with its mobile app averaging more than 250 million monthly active users and ChatGPT.com attracting 310 million unique monthly visitors between September and November 2024.
Also Read: Cracking the PR Code: Why Your Best Stories Are Hiding in Your Data
Other findings include:
Global internet users have passed the 5.5 billion mark, with 136 million new users added in the last 12 months.
56 percent of online adults in the world’s top economies make online purchases every week, which points to an online shopping universe of roughly 1.7 billion in any given seven-day period.
Marketers worldwide underserve people over 50; in many of the world’s biggest economies, they account for more than half of all consumer spending.
More than 1 in 5 online adults (22.1 percent) now listen to at least one weekly podcast.
The number of connected adults expressing concern about their online privacy is declining. Fewer than 3 in 10 adult internet users say that they’re worried about how companies use their data online today, with that figure down by 7.1 percent compared to 2023
Meltwater CSO Alexandra Bjertnæs says: “With digital ad spend exceeding $790 billion in 2024 and social media ad spend growing more than 15% within that, it’s clear that businesses are investing more than ever in capturing consumer attention. Along with this growing investment comes the growing need to prove ROI and show results based on marketing campaigns. With user behavior on social platforms continuing to shift, teams need data to inform decisions about what platforms to prioritize and create strategies for.”
We Are Social global CEO Toby Southgate says: “Social is where brands can win or lose – it’s central to brand discovery, consumer engagement, and commerce. At the same time, AI is revolutionizing how we search, create, and interact while influencers continue to shape content trends and consumer behaviors.
Also Read: AI’s Rise: Fueled by Advertising Dollars
“The opportunities for marketers to drive meaningful engagement have never been broader, but the complexity of digital and social media – evident in our 630+ page report – means there’s no single route to success. To create effective work, brands need to understand the cultural nuances of the online world, and create ideas worth discussing. Those who do will make an impact.”
