Q4 2024 Media & Entertainment Giants in ES: Analyzing Audience Trends

In the ever-evolving landscape of Media & Entertainment, leading brands like YouTube, WhatsApp, and Facebook have continued to captivate audiences across their platforms. This article explores the audience dynamics and advertising trends for these brands from Q3 2024 to Q4 2024, highlighting insights from Sensor Tower's comprehensive data offerings.

YouTube

YouTube's digital footprint spans both its website, youtube.com, and its app, YouTube.

• Audience Trends: The monthly deduplicated audience remained stable above 48M throughout Q4 2024. The website consistently attracted more than 25M unique visits monthly, with a slight increase in December. Web and app visitors remained balanced, each contributing significantly to the overall audience.

• App Engagement: Monthly active users hovered around 37M, showing a slight uptick by December. This indicates a steady interest in YouTube's mobile experience.

• Ad Spend & Channels: Monthly ad spend peaked in October, surpassing $1M, primarily through Facebook channels, which generated significant impressions. This marked a strategic push in advertising efforts during Q4.

WhatsApp

WhatsApp's presence is marked by its website, whatsapp.com, and its app, WhatsApp Messenger.

• Audience Trends: The monthly deduplicated audience hovered around 45M throughout Q4, with a slight dip in December. The website consistently saw over 10M unique visits monthly, indicating a strong web presence.

• App Engagement: Monthly active users steadily increased, reaching over 33M by December. This trend highlights the growing preference for WhatsApp's mobile platform.

• Ad Spend & Channels: Minimal monthly ad spend was observed on TikTok, with a few thousand impressions recorded in October and November. The focus remained on organic growth rather than advertising.

Facebook

Facebook's ecosystem includes its website, facebook.com, and the Facebook app.

• Audience Trends: The monthly deduplicated audience remained steady above 21M throughout Q4. The website maintained a stable unique visitor count, consistently above 13M.

• App Engagement: Monthly active users decreased slightly, settling around 21M by December, reflecting a shift towards the web platform.

• Ad Spend & Channels: A significant monthly ad spend spike was observed in October, reaching over $450K on Snapchat, driving substantial impressions.

Conclusion

The Media & Entertainment category in ES continues to thrive with leading brands like YouTube, WhatsApp, and Facebook maintaining robust audience engagement across their platforms. Sensor Tower's unparalleled data insights provide a comprehensive view of these trends, empowering businesses to understand cross-platform user behavior effectively. To explore more, visit our Web Insights, Pathmatics, and App Performance Insights products.