Leading Brands in US Media & Entertainment: Q2 2024 Analysis

Introduction

In the ever-evolving landscape of media and entertainment, understanding audience dynamics across platforms is crucial. Sensor Tower's comprehensive data provides unparalleled insights into the digital presence and advertising strategies of leading brands. In this article, we explore the performance of YouTube, TikTok, and Facebook in Q2 2024, highlighting their audience trends, app engagement, and advertising activities.

YouTube

YouTube's digital footprint remains significant, driven by its website, youtube.com, and the YouTube app.

• Audience Trends: YouTube maintained a consistent monthly deduplicated audience of over 327M throughout Q2 2024. The website saw a slight fluctuation in unique visits, peaking in May with over 411M visits, while the app's audience remained stable at around 259M monthly active users.

• App Engagement: The YouTube app experienced a steady monthly active user base, maintaining just under 259M, highlighting the platform's strong mobile presence.

• Ad Spend & Channels: YouTube's monthly advertising expenditure varied, with a notable increase in May, reaching approximately $2.7M. The majority of impressions were driven through desktop display and video channels, with a significant presence on OTT platforms.

TikTok

TikTok's dual presence on douyin.com and tiktok.com continues to capture the attention of users globally, supplemented by the TikTok app.

• Audience Trends: The true monthly deduplicated audience for TikTok surpassed 204M in June, with the app-only visitors forming the bulk of this number. The website tiktok.com consistently attracted over 100M unique visits monthly, indicating a balanced web and app audience.

• App Engagement: The TikTok app saw a gradual increase in monthly active users, reaching nearly 115M by June. This growth underscores TikTok's appeal in the mobile domain.

• Ad Spend & Channels: TikTok's monthly advertising efforts saw fluctuations, with a peak in January at over $6.3M. Mobile display channels dominated impressions, emphasizing the platform's mobile-centric strategy.

Facebook

Facebook continues to be a dominant force with its website, facebook.com, and the Facebook app.

• Audience Trends: The true monthly deduplicated audience remained stable at around 284M. The website consistently attracted over 161M visits monthly, indicating a strong web presence alongside its app usage.

• App Engagement: The Facebook app maintained a robust monthly active user base, with active users slightly exceeding 255M in June, showcasing steady engagement.

• Ad Spend & Channels: Facebook's monthly advertising expenditure demonstrated a downward trend from January to April, before rising again to over $5.7M in June. Snapchat channels were a key driver of impressions, highlighting a diverse channel strategy.

Conclusion

The media and entertainment landscape in Q2 2024 showcased strong performances from YouTube, TikTok, and Facebook, each leveraging their unique strengths across web and app platforms. Sensor Tower's comprehensive data, including insights from Web Insights and Pathmatics, provides critical insights into these dynamics, enabling brands to understand cross-platform user behavior and optimize their strategies effectively.

By leveraging Sensor Tower's data-driven insights, decision-makers can gain a strategic advantage, ensuring their brand remains at the forefront of the media and entertainment industry.