2024 trend watch; Netflix reveals viewership data

Plus: The power of affiliate marketing [Insider Intelligence]( [Emarketer Daily]([Emarketer Daily]( Charts. News. Analysis DECEMBER 13, 2023 | By Sara Lebow, Arielle Feger, and Becky Schilling It’s been 20 years since The Killers released “Mr. Brightside,” “a song that gets everybody at the bar shout-singing along,” according to The New York Times. The song wasn’t originally popular, but became a “second-chance hit,” leaving listeners wondering, “[how did it end up like this?](” Was this email forwarded to you? Sign up [here](. TOP STORY [2024 trend watch: Short video will face a reckoning as monetization problems persist and messaging grows]( The platforms’ short-video craze will cool. Reels is now revenue-neutral, but reports hint that Meta is struggling to convince advertisers that Reels can drive performance. In Q3 earnings, Meta suggested it will pivot its strategy from Reels to video more holistically. Meanwhile, Alphabet’s Q3 earnings implied that YouTube Shorts had trouble growing beyond the 2 billion users it announced in Q2. Even TikTok is toying with 15-minute videos. And by ending its Creator Fund, the app will pay creators only for videos longer than 60 seconds—another sign of short-video monetization problems. Direct messages (DMs) and group chats will heat up. Users spend over half their social time watching videos, but they’re increasingly accessing that content and engaging with each other through DMs. That’s likely one reason why Meta folded Messenger back into Facebook. [2024 trend watch: Short video will face a reckoning as monetization problems persist and messaging grows]( [Keep reading]( NEWS AND VIEWS [Netflix releases most transparent data to date about viewership]( Our view: We project Netflix’s US ad revenues will cross $1 billion next year. More transparency from Netflix on what people are watching will be welcome news to advertisers engaging with its relatively new ad platform. [YouTube adds more formats for Video Reach Campaigns]( Our view: With a massive user base spending an average of 50 minutes per day on the platform in 2024, according to our forecast, YouTube is a good place for advertisers to find engaged viewers. Adding more ad formats will help broaden that audience. [The top-searched terms on our site and what they mean for marketers]( Our view: It was TikTok’s year, but other growing ad channels also made the list. Check it out to see insights from our analysts on each topic. INDUSTRY VIEWS [Get ready with me: 3 ways beauty brands can successfully leverage AI-infused ad strategies]( As AI advances, a new era of creativity has unfolded for beauty brands. By infusing AI into their online strategies, beauty brands have an opportunity to drive a stronger return on ad spend and reach consumers in ways never before possible. This article was contributed by Meta. [Get ready with me: 3 ways beauty brands can successfully leverage AI-infused ad strategies | Sponsored Content]( [Keep reading]( ANALYSIS [The power of affiliate marketing: Why gift guides are everywhere this year]( From Goop and The New York Times to TikTok creators, everyone is putting out a gift guide this year, trying to get a piece of this year’s holiday sales pie, which we forecast to reach $1.317 trillion in the US. And it’s not just one gift guide to rule them all. There are guides for cooks, for kids, or even for people who are always cold. But what’s behind the sudden onslaught of uber-specific guides? They’re the perfect affiliate marketing tool. [Keep reading]( THINGS TO KNOW 🏆 [Apple’s top App Store apps of 2023]( 👻 [Snapchat+ subscribers can now create and send AI-generated images]( ▶️ [YouTube now hides when a channel is monetized through the Partner Program]( 🤖 [OpenAI taps Business Insider/Insider Intelligence parent company to train ChatGPT]( PODCAST [Behind the Numbers: Reimagining Retail]( How retail data helps inform campaigns. Join our analysts as they chat with Damian Garbaccio, chief business and marketing officer at Affinity Solutions. Tune in on [Apple Podcasts](, [Spotify](, [YouTube](, or wherever you listen to podcasts. [Follow us on Instagram.](Behind the Numbers is made possible by Affinity Solutions. [Keep reading]( THE BIG QUESTION Put it on display: True or false? Display ad spend makes up more than half of total US digital ad spend. [Get the answer]( Email sent to: {EMAIL} If you cannot view the HTML newsletter, [please read it in your browser here](. [Become a Premium Subscriber]( | [Advertise with us]( [Manage your email preferences]( | [Unsubscribe]( | [Terms of Use]( | [Privacy Policy]( ©2023 Insider Intelligence, One Liberty Plaza 9th Floor, New York, NY 10006 [LiveIntent Logo]( [AdChoices Logo](