Traditionally released in Q1, this year marks our first-ever Q4 launch as we move to an end-of-year cadence. That means you’re getting the freshest possible snapshot of how Americans are spending their time (and money) online – where attention is shifting, what’s fueling ad spend, and how AI is reshaping digital behavior heading into 2026.
Here’s what stood out 👇
💰SOCIAL MEDIA AD SPEND KEEPS GROWING
U.S. social media ad spend climbed to $96.7 billion, a 14.3% jump from last year’s $84.6 billion. Despite platform shifts and algorithm changes, social remains central to how brands build awareness, drive engagement, and stay relevant.
🤳 CREATOR MARKETING CEMENTS ITS PLACE
Influencer ad spend rose to $6.24 billion, up 11% YoY. The creator economy has moved well past experimentation, it’s now an established part of how brands connect with audiences in more personal, trusted ways.
🎬 STREAMING STILL RULES THE SCREEN
On Amazon Prime Video, The Summer I Turned Pretty took the top spot for most-streamed TV show in the U.S. (and globally) – reflecting just how powerful fandom has become in shaping culture. As our Managing Director Dana Neujahr noted in Ad Age earlier this year, the series shows “just how much fandom can fuel culture, and why social media is now central to how audiences experience TV.”
✈️ TRAVEL IS OFFICIALLY BACK – AND IT’S DIGITAL
Online spend in the travel & tourism category continues to rise sharply. Americans spent an estimated $147 billion on flights, $92.4 billion on hotels, and $25.5 billion on package holidays – each showing double-digit growth year over year. The desire to explore hasn’t slowed down; it’s simply gone online.
📺 YOUTUBE REIGNS SUPREME FOR ATTENTION
Americans spend the most time per session on YouTube, reinforcing its role as a space for deeper engagement and long-form storytelling – not just passive viewing.
🧱 AD BLOCKERS ENTER THE CHAT
For the first time, the report explores why people are using ad blockers. The top reasons: too many ads, ads getting in the way, and privacy protection. It’s a reminder that user experience and trust still matter just as much as reach.
🌐 THE INTERNET’S MAIN STAGE STAYS READY
Google and YouTube remain the top two most-visited sites in the U.S. across both SimilarWeb and Semrush rankings – proof that search and video continue to anchor online behavior.
🤖 AI BECOMES A DAILY HABIT
22.3% of Americans aged 16+ use ChatGPT each month to find information online. It also accounts for 78.53% of AI web traffic referrals, far outpacing the next closest tool at 10.47%. Ai isn’t just an emerging category – it’s quickly becoming infrastructure.
❤️ CURIOSITY LEADS THE WAY
The main reasons Americans go online has shifted.
Finding information now tops the list, followed by researching how to do things, and then staying in touch with friends and family. Connection still matters, but curiosity now drives digital life.
The full Digital 2026: The United States report is available now – 160+ pages unpacking how Americans connect, consumer, and create across the digital landscape.
Reports
