98% of American adults use social media. Younger consumers are the most prolific users, with 50% logging onto at least six different networks every day. It has relatively quickly replaced more traditional forms of media, namely video and audio, as a key form of entertainment for many. Connecting with others is the top motivation to use social media, however countless networks with different formats mean consumers seek out this channel for a variety of purposes, and rarely does a single network meet all their needs.
While social networks have many legal protections, Congress is starting to pay more attention to threats they may pose to national security as well as child welfare. A TikTok bans looms, but is unlikely to be settled as it works it way through the courts. Meanwhile, as generative AI matures, concerns over something now called “synthetic content” – the larger term used to classify AI-generated content, including deepfakes – comes into sharper focus.
Meanwhile, networks themselves look for ways to keep its users on their platforms for longer – including offering subscriptions for exclusive content, and mimicking content formats of other networks, such as short-form video.
Social media is a key channel for content consumption, especially for younger consumers.
Jason Praw, Head of Canadian Research
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