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A study by eMarketer revealed that, although the social network is the most popular among this generation, its growth is starting to slow down.

Recent studies by eMarketer analyzed the decline of traditional TV consumption, while the use of digital video increases throughout the years.

The data comes from a study by the research firm Emarketer. Netflix continues to lead, but Disney's combination of companies is closing in on it. The OTT revenues will surpass traditional pay TV subscription revenues in 2025 for the first time.

According to new research from eMarketer, Netflix will easily dominate when it comes to viewers and viewing time, but TikTok’s ad revenue lead will be difficult for Netflix to overcome.

Older players like Hulu and YouTube face a shrinking share of CTV ad spend in the United States, not because they are getting weaker but because the market is getting stronger, according to eMarketer.