Leading Brands in US Media & Entertainment: Q4 2024 Insights

The Media & Entertainment landscape in the US has experienced significant shifts in Q4 2024. Sensor Tower's comprehensive data reveals detailed insights into the digital presence and advertising strategies of leading brands such as YouTube, TikTok, and Facebook. This article delves into the trends and performance metrics from Q3 to Q4 2024, offering a data-driven narrative for investors and C-suite executives.

YouTube

Digital Presence

YouTube's digital presence remains robust, with its primary website, youtube.com, and the YouTube app.

• Audience Trends: Throughout Q4 2024, youtube.com consistently attracted over 220M unique visitors monthly, with visits per unique visitor peaking in December. The monthly deduplicated audience remained stable, hovering above 326M.

• App Engagement: The YouTube app maintained a steady engagement with approximately 258M monthly active users, highlighting the platform's strong mobile presence.

• Ad Spend & Channels: YouTube's monthly advertising spend saw fluctuations, with a notable dip in October. However, December's ad spend exceeded $4M, with impressions reaching close to 490M. Desktop display and OTT channels were prominent in delivering impressions.

TikTok

Digital Presence

TikTok's digital ecosystem includes douyin.com and tiktok.com, supported by the TikTok app.

• Audience Trends: tiktok.com experienced a steady increase in unique visits, reaching over 90M in December. The monthly deduplicated audience consistently surpassed 198M.

• App Engagement: The TikTok app showed stable engagement, with monthly active users around 116M by the end of Q4.

• Ad Spend & Channels: TikTok significantly increased its monthly advertising investment in December, with spend surpassing $10M and impressions climbing to nearly 764M. Desktop video and mobile display channels were particularly effective.

Facebook

Digital Presence

Facebook's digital footprint includes facebook.com and the Facebook app.

• Audience Trends: facebook.com maintained a robust presence with over 160M unique visits in December. The monthly deduplicated audience was stable around 278M.

• App Engagement: The Facebook app maintained steady engagement, with monthly active users consistently above 253M.

• Ad Spend & Channels: Facebook's monthly advertising strategy saw a decrease in spend to about $3.8M in December, with impressions reaching over 521M. Snapchat and TikTok were key channels for impressions.

Conclusion

The Q4 2024 data underscores the dynamic nature of the Media & Entertainment sector in the US. Brands like YouTube, TikTok, and Facebook continue to leverage their platforms effectively, with Sensor Tower providing unparalleled insights into cross-platform user behavior. By integrating web, app, and advertising data, Sensor Tower remains critical for understanding these trends, offering detailed insights through products like Web Insights, Pathmatics, and App Performance Insights. These tools empower decision-makers with the data needed to navigate and strategize in an ever-evolving digital landscape.