Social networks’ share of ad spending is much higher than the share of time spent it commands. But as time spent with social networks (and social video) reaches a standstill, platforms are eyeing streaming as they seek new audiences and surfaces to monetize.

Key Question: How does time spent with social media and CTV compare with ad spend on these channels, and what insights can advertisers glean from these comparisons?

Key Stat: Advertisers will dedicate 61.3% of their social network ad spend to social video this year, surpassing the share of time spent with social video (60.6%) among US adults.