Data

• Gen Z and Millennials “consistently converge” on YouTube, where they have better recall and find the best quality ads, according to Precisify’s new data
• For the first time, brands are spending the biggest chunk of their budgets on YouTube’s connected TV ads

  In Q1 2024, brands were spending 24% of their campaign dollars on YouTube's TV ads. This means their spending has nearly doubled in just a year.

  
• TikTok beats Twitch to become the #2 most-watched streaming platform on the net–and says creators are making $10 mil a day

  In Q1, TikTok Live generated 8.027 billion hours of watch time, or around 27% of the livestreaming industry's total. YouTube, at #1, came in with a whopping 50.3% of the total, or 14.983 billion watch hours.

  
• Cucumbers, cottage cheese, and probiotic soda: TikTok’s impact on grocery store shelves

  We've written before about how TikTok food hacks have become popular in the fast food world—enough that some restaurants have officially partnered with influencers to introduce new menu items based on their viral eats. (And enough that TikTok launched its own dining concept where people could get creators' inventions delivered.) But in 2024, TikTok's food trends measurably pushed consumers toward specific foods in grocery stores, too.

  
• Gamers spend more time watching content than playing games. What can developers do?
• Creators are becoming news anchors. Why do viewers prefer them to mainstream outlets?
• A quarter of indie artists now put their music straight on TikTok–no label required
• Social shopping isn’t just popular with the youths–Millennials and Gen X are digging it, too
• 70% of creators say AI is a threat to their careers
• Watch out, Google: TikTok wants to be a “discovery engine” for travelers
• YouTube’s living room ambitions pay off: It’s the first streamer to take 10% of all TV watch time
• The gamba meta lives on: Twitch says it’s “digging into” Counter-Strike skin gambling involving 120+ top streamers