This week's top stories

Plus: Elon's Twitter plans, augmenting our reality, and connected fitness's future May 15, 2022 [TikTok to surpass YouTube in US—and come after other apps in the process]( The forecast: US TikTok users will spend more time with the social media platform this year than YouTube users will spend on YouTube. This difference will be just about a fraction of a minute but will expand in years to come. Dive deeper: - Time spent scrolling through TikTok has been growing fast, and the app is notorious for pulling users in. In 2020, the platform shot past Facebook and Instagram, with users spending 38.6 minutes on TikTok, 4 minutes more than Facebook's 34.6 minutes, despite the social network seeing peek use. - Time spent with Facebook is now decreasing, and TikTok is targeting YouTube. The ByteDance-owned app rolled out 3-minute videos last year, then 5-minute videos a few months later. And in February, the app took a clear step toward long-form content with the introduction of 10-minute videos. [Read the full article.]( [Webinar: 3 Elements of Political TV Advertising]( TV has long been a foundation of political advertising, but as the landscape evolves to include all screens, marketers have an opportunity to boost their candidate’s reach. Learn how to maximize reach through a multiscreen approach. Join this eMarketer Tech-Talk Webinar, presented by New York Interconnect. [Register Now]( ADVERTISEMENT [The evolution of podcast advertising: What’s next for marketers?]( Podcasts are expected to reach more than 500 million listeners worldwide by 2024. With this growth and innovations in podcast advertising in mind, many marketers now see the channel as essential to their media buying strategy. [Read this sponsored article, contributed by Spotify Advertising.]( [Amazon, NBCUniversal take product placement to another level via ad formats unveiled at NewFronts]( Virtual product placements are about to become big business: Both Amazon and NBCUniversal touted new ad units during the NewFronts.[Read the full article.]( [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.]( [The upside for internet user growth remains high in Southeast Asia]( The number of internet users in Southeast Asia will grow 3.1% year over year in 2022, making it the second fastest growing region in the world.[Read the full article.]( [How 3 brands stay relevant in a maturing media landscape]( As the US streaming market matures, the companies that make TV are expanding their purview. This can mean a lot of things, including moving into the hardware space, moving away from the hardware space, taking ownership of ad platforms, and extending coverage locally and internationally.[Read the full article.]( [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.]( ©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](.