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US consumers overwhelmed by marketing content: 40% unsubscribe weekly, driven by frequent messaging and privacy concerns, raising questions about responsible data practices.

Creator economy wars heat up: TikTok launches new subscriptions, while Patreon’s Autopilot tool boosts fan conversion rates.

Our annual Trends to Watch report for Canada highlights expected developments in the country’s media and advertising market for 2025. Next year, we anticipate a shift in media buying will favor domestic publishers and retail media channels, while large platforms will contend with the new Digital Services Tax.

Latin America will leapfrog North America for the top spot among internet users in 2024. Among the countries we break out, only South Korea exceeds the US in both penetration metrics. South Korea, the US, and Canada will be the top three countries for digital gaming among the population overall, with Brazil a close fourth.

The same is true for international expansion: Ad revenue growth was strongest in Meta’s rest of world segment, which includes Latin America and Africa, at 33%. LinkedIn becomes more social. LinkedIn helped Microsoft’s bottom line as it added subscribers and engaged them with video content. Its revenues rose 10%. Revenues: $4.57 billion (10% YoY increase).

With privacy and blocking policy uproar at X, Bluesky continues to thrive, positioning itself as a strong competitor in the social media landscape.

25% tariffs on Mexican imports could shake up the struggling beer industry: Modelo owner Constellation Brand would be hit hard, while Molson Coors could seize the opportunity to grow share.

President-elect Donald Trump's second term promises profound shifts across commerce, technology, and regulation that will reshape how businesses operate and consumers behave. As the president-elect prepares to take office, his policy priorities are already triggering market reactions and pivots from major corporations.

On today’s podcast episode, our analyst Bill Fisher asks Principal Forecasting Writer Ethan Cramer-Flood, Senior Forecasting Analyst Zach Goldner, and Senior Forecasting Director Oscar Orozco about the most interesting eMarketer international forecasts of the past year, as well as what we can expect for 2025.

Digital, traditional, and total media ad spending growth will all accelerate in 2024, although only modestly. The outlook has stabilized for most countries and regions, even if spectacular growth is harder than ever to find.