The latest data reveals where digital markets are headed as genAI adoption scales toward 3 billion users worldwide and new leaders emerge in advertising, retail media, and ecommerce.

Three of the least likely scenarios in social media would also be the most disruptive: a regulatory ban on addictive feed design, a Facebook revival, and an AI chatbot building a $100 billion ad business. None of them is likely. Each one exposes a tension already at work, from how regulators treat engagement mechanics to how much advertising a chatbot can actually carry. "If the EU were to ban infinite scrolling, it seems pretty clear that that would significantly curtail the amount of time people spend watching these kinds of videos," said our analyst Max Willens on a recent episode of "Behind the Numbers." Willens and two other analysts walked through three "what if" predictions on the episode.

Last November, we identified 11 trends we expected to shape the business landscape in 2026. Our Trends 2026 update reveals where expectations are holding, where surprises have emerged, and what businesses should watch through year-end.

UK advertisers aren’t just chasing attention, they’re looking for measurable outcomes. Some channels thus attract oversized ad investments, while others remain undervalued. That’s not to say spending is perfectly aligned with time spent with media.

70% of US social buyers have made a purchase on TikTok in the past 12 months, more than on any other social platform, according to an April survey from Bazaarvoice and EMARKETER.

Spending on social remains very strong, thanks largely to automation tools. And with social video continuing to pull in ad dollars, the platforms make a push for live video.

63% of adults ages 30-49 support a ban on under-16s using social media, the highest of any age group and more than triple the 19% who oppose it, according to a June survey from Pew Research Center.

Media companies, tech giants, and retailers could face dramatic shifts if sports viewership declines, Meta loses billions in youth safety lawsuits, or AI transforms every product placement into personalized ad inventory. Sports rights spending is on track to hit about $70 billion a year by 2030, and every dollar of it comes out of something else. "The amount that media companies are paying for sports rights continues to climb. It's gonna be about $70 billion a year by 2030, and it's taking away from what they do otherwise," said our analyst Ross Benes on a recent episode of "Behind the Numbers." Three scenarios below look unlikely today. Each would rewrite how these businesses operate.

New Mexico’s $942M order tests whether courts can require product changes alongside financial penalties.

Classroom cell phone bans are spreading fast, reshaping how teens use social media and when advertisers can reach them. The trend is shrinking opportunities to engage young audiences.

Short-form video is where social platforms are concentrating their ad innovation in 2026. Instagram is monetizing the moment after a Reel ends, YouTube Shorts earned the industry's first short-form measurement accreditation, and episodic formats are turning casual scrolling into appointment viewing. This FAQ covers the formats, inventory growth, and creative practices shaping short-form video advertising.

81% of US Instagram users watched Reels, but only 39% uploaded content to Reels, according to an April report from Morning Consult.

AI’s spending surge is moving from ambition to accountability. Rising AI costs, agentic commerce, Apple’s assistant strategy, and consumer trust issues are changing the marketing landscape.

On today's podcast episode, we discuss the biggest gaps between where Americans spend their time and where advertisers spend their money. We explore the disconnect in social media, the imbalance in subscription OTT, and why digital audio continues to be a dark horse. Join Senior Director of Podcasts and host Marcus Johnson, along with Principal Forecasting Writer Ethan Cramer-Flood and Senior Director of Forecasting Oscar Orozco. Listen wherever you get your podcasts, or watch on YouTube, Spotify, or Apple Podcasts.

Meta misses on EPS and cash flow: Marketers should expect more AI ad tools as the company tries to justify heavier spending.

Social networks still command attention, but time spent growth is slowing. As video reaches its limits and scrutiny intensifies on multiple fronts, platforms are chasing new ways to keep users engaged.

AI health scam ads are fooling vulnerable patients, making consumer education with trusted healthcare creators a growing imperative for credible health brands.

Meta vows to fight misleading AI content: An EU pact will force advertisers to clearly label AI content even as usage climbs.

TikTok is back on a growth path in Canada as advertiser confidence returns. But potential of new youth safety rules could limit audience growth, even as ad and commerce opportunities expand.

Disney expands AI into CTV advertising: The move could make TV creative more accessible, but only if brands keep tight oversight and quality assurance.