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Nearly 80% of the world鈥檚 internet users are on social media. This landscape is still dominated by Meta in most markets, but use and ad spend is shifting away from Facebook and toward TikTok. Here are five charts capturing the worldwide state of social.

Our latest forecasts for CTV and digital video viewers in Canada show that audiences are now a match for linear TV and exceed it in some age groups.

Citing security concerns, the bill now goes to Gov. Greg Gianforte, who banned TikTok on state-owned devices. TikTok is pushing back, but other states could accelerate all-out bans.

In the US, TikTok will capture the attention of its adult users for an average of 55.8 minutes a day, with YouTube close behind at 47.5 minutes, according to our forecast. At the other end of the spectrum, Facebook鈥檚 adult users will spend just over a half an hour per day on the platform, while those of Reddit will spend only 23.6 minutes with it.

Ads managers are the main driver of programmatic direct ad spending, which has become the primary method of programmatic advertising in Canada in social media and connected TV.

Another US survey, conducted on behalf of VTEX, finds even more striking results, with 45% of respondents participating in a livestream shopping event hosted on marketplaces like Poshmark or Amazon, and 61% shopping on social platforms such as TikTok Shop or YouTube Shopping.

On today鈥檚 episode, host Bill Fisher is joined by our analysts Paul Briggs and Man-Chung Cheung and forecasting writer Ethan Cramer-Flood to talk about the TikTok bans currently in place around the world. They consider if the pressure building on TikTok in the US could fan out to other countries.

The Canada coverage in the Global Media Intelligence Report includes poll results from internet user respondents in H1 2023 conducted by GWI.

TikTok broadens effort to call out state-controlled media: US, China among countries added to labeling program in bid for greater transparency.

Is it the same in Canada, Paul? Paul Briggs (10:05):. Yeah, pretty much. Bill, I think I am just in the writing a report on our social users forecast for Canada. So this is very fresh gated for me and it is a little bit alarming on how many children, how many teens are engaged in social media. Obviously as Powell mentioned, TikTok, Snapchat are really strong with the teen demographic.

Same in Canada. TikTok is under investigation right now by the Office of the Privacy Commissioner for alleged privacy violations.

Reels and Shorts are gaining users and adding ad options. They still lag TikTok in several key areas, but now is the time for video advertisers to give them another look.

50% of Americans support a government ban on TikTok, with higher support among Republicans and older Americans. Continued scrutiny could be TikTok鈥檚 downfall.

TikTok World unleashes a slew of updates: The video platform taps creators and AI to court new ad dollars and keep apace with Meta.

I also love my bottom of the funnel ads in direct response that we do with Google, Snapchat, TikTok ourselves for different products, and we measure them all fairly and we understand what they contribute.

On today's podcast episode, we discuss what happens now that the TikTok ban bill has been signed into law, whether AI is ready to significantly change search, the likelihood that Threads ads will be a hit, what social commerce's ceiling will be, the WNBA and the sports gender pay gap, and more. Tune into the discussion with analysts Jasmine Enberg, Minda Smiley, and Max Willens.

An ultimatum by the Biden administration gives ByteDance no recourse but to sell TikTok鈥攚hich China鈥檚 government doesn鈥檛 seem likely to allow鈥攐r risk being banned.

The company is getting more serious about building out its agency ecosystem: Last year, Reddit announced its first independent agency partnership with Tinuiti, and chose Omnicom as its flagship enterprise partner in both the US and Canada, WPP for a commerce advisory partnership, and IPG Mediabrands as its first global enterprise partner.

Despite its political challenges, TikTok will lead the world in ad revenue growth. TikTok and Mercado Libre will set the pace globally, though at vastly different scales. TikTok faces a ban in the lucrative US market, but unless and until that happens, we foresee continued booming growth for the ByteDance subsidiary.

In most countries, TikTok bans are currently limited to government devices. But global and international marketers who rely on TikTok need to be ready to pivot their strategies in case a broader US ban causes a ripple effect in other markets.

Consumers ages 18 to 24 said they were more likely to use Instagram (67%) and TikTok (62%) when looking up local businesses than Google Search (61%), per SOCi鈥檚 Consumer Behavior Index. High-visibility brands average 2.6 times as many Facebook followers on local store pages as the average company, posting 15.3 times every month, per SOCi.

The move highlights Meta's clear pivot toward formats like short-form video to better compete with platforms like TikTok. Our take: Meta's decision to discontinue the News Tab shows the challenges and dilemmas currently facing social media platforms.

You had Eric Adams, the mayor of New York City, suing TikTok and other platforms for perpetrating what it called the mental health crisis. You had the four largest school boards in Canada also suing Meta and TikTok for essentially the same thing. Basically like driving children to distraction and building their systems in such a way that hooks kids on them.