The numbers are in! Digital 2025: The United States–the latest annual report from We Are Social and Meltwater–is here, packed with fresh insights on how Americans are spending their time (and dollars) online. Let’s dive into some of the biggest takeaways:
💰 Social media ad spend has hit a massive $84.6 billion–that’s a 14.4% increase YoY. Brand’s aren’t just talking; they’re investing big.
🤳 Influencer ad spend is on the rise too, now at $5.62 billion (up 14.2%). Safe to say the creator economy isn’t slowing down anytime soon.
📱 Threads and ChatGPT stole the show, becoming the top two most downloaded apps in the U.S. last year–knocking Temu and TikTok off the podium.
🎬 Netflix’s most-streamed movies? All Universal Pictures animated hits! The Top 5 are:
1️⃣ The Super Mario Bros. Movie
2️⃣ Trolls Band Together
3️⃣ Shrek
4️⃣ Minions
5️⃣ Sing
(Congrats to our partners at Universal for dominating the streaming charts!)
🎵 Music videos are making a comeback–they’re now the #1 type of online video content watched by U.S. adult internet users.
⏳ TikTok is still the ultimate time vortex–Android users in the U.S. spend an average of 43 hours a month on the app. That’s almost double the time spent on any other platform.
❤️ And in a world of algorithms and trends, the #1 reason Americans use social media is to stay connected with friends and family. We love to see it.
🚀 Want more insights? The full Digital 2025: The U.S. report spans 168 pages, packed with data covering the entire digital ecosystem. It’s a must-read for anyone looking to understand where digital culture is headed next.
