20,000 foot view:
Competition among social platforms is intensifying, with attention largely saturated and new regulations poised to upset the balance of power among incumbents. While growth is left in the overall market, it will largely be driven by YouTube and a cohort of smaller disruptor platforms – with fragmentation happening as these disruptors begin to eat up new growth in the marketplace. Consumers now turn to social platforms for entertainment more often than for socialisation. As major platforms embrace this shift, consumption risks becoming increasingly passive. This report dives into audience’s tendencies and motivations across the major social platforms, as well as weekly and daily active use.
Key data and insights in this report:
This report uses data from:
- MIDiA’s Q1 2024 and Q3 2024 consumer surveys fielded in the US, UK, Australia, and Canada
- MIDiA’s global social forecast model, created in Q2 2024
Table of contents:
Words: 2720
Infographics: 12
Pages: 26
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