Twitter's gains and losses

Plus: Wearable health tech, curbing digital pharmacies, and telehealth's slowdown May 17, 2022 [Twitter sees gentle downward flight in US users but ad revenues rise]( The forecast: Twitter has started a gentle decline in US users. The social media app peaked in 2021 with 57.8 million monthly US users. This year, that figure will flutter downward by 0.5%, hitting 57.5 million by year-end. But it's not all a decline for the platform. Dive deeper: - Despite Elon Musk's tumultuous Twitter takeover—which is now temporarily on hold, per Musk—we don't project any major changes in user count associated with executive leadership changes at this time. - Rather, the most occasional monthly users (those who use the platform once or twice per month) are slipping away, either because of fatigue or a lack of desired news content on the bird app. - That said, there's more to the app's US figures than user decline. Twitter's US ad revenues are still in flight and will increase by 23.8% this year to hit $3.01 billion. - US ad dollars are also increasing marginally as a share of social network ad spending and will make up 4.0% this year, as Facebook's growth slows while the rest of social glides smoothly. - However, there could be reason for concern for advertisers, considering less than three years ago Musk tweeted, "I hate advertising." It's no surprise the billionaire businessman is looking for other methods for monetizing the app, making the future for advertisers less certain. [Read the full article.]( [Protect brand reputation and improve campaign performance]( Learn how brand safety, suitability, and responsible media can work together to amplify your brand values and help you connect with customers more effectively. Get started with this new measurement guide from Oracle Moat. [Download now]( ADVERTISEMENT [How customer-centricity solves the customer experience gap]( Adopting a customer-centric mindset is key to standing out in today’s marketing climate. And yet, delivering exceptional customer experiences is a key challenge for 35% of marketers.[Read this sponsored article, contributed by RollWorks.]( [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 Daily: Wearable health tech, curbing digital pharmacies, and telehealth's slowdown]( Host Marcus Johnson talks with analysts Lisa Phillips and Rajiv Leventhal.["Behind the Numbers" is made possible by mParticle. Listen in.]( [All US executives spot potential risks in AI]( In the US, 56% of executives believe AI technology comes with either significant or somewhat significant potential risk. Another 19% view the risk as moderate, while 26% think the threat is minimal. No executive surveyed believes AI is entirely without risk.[Go beyond the chart.]( [What Will Become of Advertising as You Know It?] Learn how new data sources and privacy-enhancing technology will play into the future of advertising. Join eMarketer’s live Tech-Talk Webinar, presented by Neustar. [Register now.]( ©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](.