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Nearly 50% of social network users in Thailand will be TikTok users, giving the country the highest TikTok penetration in the world, according to our forecast. The US will rank second, with 45.3% of its social users on TikTok. We expect penetration in the US will be as high as 49.1% by the end of 2026.

Across Western Europe, inflation and uncertainty have hit consumers and businesses alike. But some may prosper in these conditions—such as brands using retail media networks and firms advancing sustainability goals.

In this visual report, we dive into major holiday shopping events in 5 Western European countries, as well as total sales and consumer behavior surrounding these events.

They aren’t too far off, but they’ll need to overcome a few challenges and implement new ways of banking.

Western Europe’s digital video audience continues to grow, though some financially squeezed consumers are canceling subscriptions. In 2023, more than 290 million people in the region will watch digital video at least monthly.

The Western Europe coverage in the Global Media Intelligence Report includes poll results from Austria, Belgium, Denmark, France, Germany, Greece, Ireland, Italy, the Netherlands, Portugal, Spain, Sweden, Switzerland, and the UK.