Instagram giveth, Facebook taketh away

Plus: Elon's Twitter plans, augmenting our reality, and connected fitness's future May 13, 2022 [Facebook and Instagram present a tale of two platforms]( While Instagram giveth, Facebook taketh away. The Meta-owned platforms face diverging futures. Instagram's US user base will increase by 4.0% this year to 128.3 million, while Facebook's will decline by 0.8% to 178.3 million. Beyond the chart: - Facebook can't keep up as users under 25 continue to leave the platform—or never adopt it at all. Less than 15% of US Facebook users will be under 25 next year. - Young users are opting for other socials, like TikTok and Snapchat, and don't see the need for Facebook, which skews older. That said, people under 25 are still entering the Meta ecosystem via Instagram. - Instagram's user growth rate is decelerating, but unlike its sister app, change is still positive and will be through at least 2026. [Read the full article.]( [Audience-first measurement drives better outcomes for everyone]( Audience-first media measurement counts the viewing habits of everybody, everywhere—as viewing habits evolve, and no matter which content comes out on top. Nielsen is accurate, equitable, and unbiased. [Get the facts about media measurement at Nielsen.com/getthefacts.]( ADVERTISEMENT [Why Mediahub is emphasizing flexibility in a changing media landscape]( Whether it’s fluctuating viewership or leveraging data-driven technologies to identify the right time and place for brand awareness, there's power in being flexible. In this Q&A, Mediahub's Carrie Drinkwater, chief investment officer, shares where marketing attention is shifting, what clients are looking for, and where new obstacles are rising.[Read this article, made possible by Nielsen.]( [The Weekly Listen: Elon's Twitter plans, augmenting our reality, and connected fitness's future]( Tune in to the discussion with our analysts Evelyn Mitchell, Blake Droesch, Paul Verna, and Marcus Johnson.["Behind the Numbers" is made possible by mParticle. Listen in.]( [How much of the US population listens to digital audio?]( About two-thirds of the US population ages 12 and older listens to digital audio at least once per week, up 5 percentage points from 2021. Over the past decade, that share has grown by 38 percentage points, making the weekly listenership now 192 million strong.[Go beyond the chart.]( [Advertisement][Advertisement] ©2022 Insider Intelligence, 11 Times Square, New York, NY 10036 eMarketer Daily is published by Insider Intelligence, Inc. Email sent to: {EMAIL} [Unsubscribe]( | [Change email address]( | [Update preferences]( | [Advertise]( | [Privacy Policy]( If you cannot view the HTML newsletter, please [read it in your browser here](.