established
Social App Dominance Continues
Social media and messaging apps continue to dominate user time, reaching three trillion hours in 2024, with platforms diversifying monetization strategies.
Timeframe
near-term
Subcategories
Impact areas
Detailed Analysis
Social media and messaging apps continue to command a significant portion of user time, reaching a combined three trillion hours in 2024. This dominance is driven by the increasing integration of social apps into daily life, as well as the platforms' ability to adapt and innovate. While time spent plateaued or declined slightly in some mature markets, emerging markets like India fueled significant growth. In response to evolving market dynamics and regulatory changes, social apps are diversifying their monetization strategies, with platforms like Instagram and Snapchat adopting in-app purchases and subscriptions alongside traditional advertising models.
Context Signals
TikTok's influence on social app monetization strategies.
The impact of new regulations on the advertising market.
The emergence of new microblogging platforms like Threads and Bluesky Social.
Edge
The competition for user attention will intensify, leading to further innovation in features and content formats.
The integration of AR/VR and the metaverse could reshape the social media landscape.
The ethical considerations surrounding data privacy, misinformation, and mental health will continue to be a major focus.
