Leading Brands in the U.S. Media & Entertainment Category: Q4 2024 Overview

In the ever-evolving landscape of media and entertainment, key players like YouTube, Facebook, and TikTok continue to dominate the U.S. market. This article delves into the performance and trends of these leading brands from Q3 to Q4 2024, based on data provided by Sensor Tower.

YouTube

YouTube’s digital presence remains unparalleled, featuring its website, youtube.com, and the YouTube app.

• Audience Trends: From October to December 2024, visits to youtube.com increased significantly, reaching nearly 45B by December. Unique visitors remained stable around 220M monthly. The platform's monthly true audience hovered consistently above 326M, showcasing a robust cross-platform presence.

• App Engagement: The YouTube app maintained a steady monthly active user base, with users slightly above 243M throughout Q4. This stability highlights the app’s strong engagement.

• Ad Spend & Channels: YouTube’s monthly advertising spend dipped in October but rebounded to about $3M by December, with impressions peaking at over 316M. The majority of ad spend was channeled through OTT and desktop video, reflecting a strategic focus on these platforms.

Facebook

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

• Audience Trends: Unique visits to facebook.com remained stable, slightly above 160M monthly in December. The monthly true audience consistently surpassed 280M, demonstrating Facebook’s enduring reach across both web and app.

• App Engagement: The Facebook app saw a stable monthly active user base, averaging around 253M in Q4, indicating strong user engagement.

• Ad Spend & Channels: Monthly ad spend decreased from October to December, dropping to about $3.8M. Snapchat was a key channel, providing the majority of impressions, followed by TikTok and YouTube.

TikTok

TikTok's presence is notable both through its website, tiktok.com, and the TikTok app.

• Audience Trends: Visits to tiktok.com rose steadily, reaching nearly 1.2B by December. The monthly true audience was consistently around 197M, with a strong preference for app usage.

• App Engagement: The TikTok app saw an increase in monthly active users, rising to over 127M by December, showcasing growing app engagement.

• Ad Spend & Channels: TikTok’s monthly ad spend saw a significant jump in December, exceeding $8.8M, with impressions reaching nearly 650M. YouTube and Facebook were major channels, reflecting a diverse advertising strategy.

Conclusion

The data from Q4 2024 highlights the continued dominance of YouTube, Facebook, and TikTok in the U.S. media and entertainment category. Sensor Tower’s comprehensive datasets provide critical insights into cross-platform user behavior, offering an unparalleled view of digital trends in this dynamic industry. For those looking to dive deeper, Sensor Tower’s Web Insights, App Performance Insights, and Pathmatics are invaluable resources.