U.S. marketers face a measurable shift as audiences move across social, video, and podcasts. Global influencer marketing spend is projected to reach $24.5B in 2024, while video ads average a 30% view-through rate on platforms included in Google benchmarks. At the same time, email remains low intent with an average 2.6% click-through rate across industries.
Key Takeaways
- 73% of U.S. adults reported using social media in 2024, according to Pew Research Center
- 4.74 hours per day is the global average time spent watching video online by internet users in 2024, per DataReportal’s 2024 Digital report
- 74% of U.S. podcast listeners report listening to podcasts for entertainment in 2024, per Edison Research Infinite Dial
- U.S. local advertising revenue totaled $67.5B in 2023, per BIA Advisory Services’ Local Media Forecast (as published by S&P Global Market Intelligence)
- Global influencer marketing spend is expected to reach $24.5B in 2024, per Influencer Marketing Hub
- U.S. advertising revenue for television was $65.2B in 2023, per BIA Advisory Services’ Local Media Forecast (published via S&P Global Market Intelligence)
- 83% of marketers planned to increase investment in AI in marketing in 2024, per Gartner’s 2024 marketing survey findings
- 37% of marketers said they use generative AI for content creation in 2023, per McKinsey’s survey on gen AI
- In 2024, 43% of marketers said measurement and attribution are ‘major priorities’, per WARC’s marketing effectiveness survey
- The average click-through rate (CTR) for email marketing is 2.6% across industries, per Mailchimp’s 2024 email benchmarks
- In 2024, video ads have an average view-through rate of 30% on platforms tracked by Google’s industry benchmarks (as summarized in Think with Google resources)
- Mobile web viewability (in-view) averages 52% across premium publishers, per MOAT/Microsoft Advertising viewability benchmark (as reported in IAS or published benchmark summaries)
- Global marketing technology (MarTech) spend is projected to reach $156.8B in 2024, per Gartner (Gartner press release on Martech spend)
- The global marketing automation software market is forecast to reach $8.1B in 2024, per Fortune Business Insights
- The global social media management software market is projected to reach $9.6B by 2032, per Fortune Business Insights (2024 forecast starting point)
U.S. audiences are hooked on social and video while marketers ramp up AI, transparency, and measurement.
Related reading
01 · Category
Audience Reach3 stats
01
73% of U.S. adults reported using social media in 2024, according to Pew Research Center
02
4.74 hours per day is the global average time spent watching video online by internet users in 2024, per DataReportal’s 2024 Digital report
03
74% of U.S. podcast listeners report listening to podcasts for entertainment in 2024, per Edison Research Infinite Dial
Interpretation
Audience Reach Interpretation
For audience reach, the media industry can tap into highly engaged digital audiences as 73% of U.S. adults use social media, people spend 4.74 hours per day watching video online globally, and 74% of U.S. podcast listeners tune in for entertainment in 2024.
02 · Category
Market Size3 stats
01
U.S. local advertising revenue totaled $67.5B in 2023, per BIA Advisory Services’ Local Media Forecast (as published by S&P Global Market Intelligence)
02
Global influencer marketing spend is expected to reach $24.5B in 2024, per Influencer Marketing Hub
03
U.S. advertising revenue for television was $65.2B in 2023, per BIA Advisory Services’ Local Media Forecast (published via S&P Global Market Intelligence)
Interpretation
Market Size Interpretation
The market size signal is clear as U.S. local advertising reached $67.5B in 2023 and U.S. TV advertising totaled $65.2B the same year, while global influencer marketing is projected to grow to $24.5B in 2024, showing strong momentum across both traditional and emerging media channels.
03 · Category
Industry Trends6 stats
01
83% of marketers planned to increase investment in AI in marketing in 2024, per Gartner’s 2024 marketing survey findings
02
37% of marketers said they use generative AI for content creation in 2023, per McKinsey’s survey on gen AI
03
In 2024, 43% of marketers said measurement and attribution are ‘major priorities’, per WARC’s marketing effectiveness survey
04
In 2024, 54% of consumers say they are more likely to purchase from brands that offer transparency about how data is used, per IBM Security’s 2024 Cost of a Data Breach consumer survey
05
In 2024, 63% of B2B marketers said they measure content marketing ROI, per Content Marketing Institute (CMI) and MarketingProfs B2B Content Marketing research (2024)
06
In 2024, 70% of B2B marketers said they use content marketing to generate leads, per Content Marketing Institute (CMI) and MarketingProfs research (2024)
Interpretation
Industry Trends Interpretation
Industry Trends are being shaped by a clear push toward smarter and more accountable marketing, with 83% of marketers planning to increase AI investment in 2024 and 43% calling measurement and attribution a major priority.
More related reading
04 · Category
Performance Metrics5 stats
01
The average click-through rate (CTR) for email marketing is 2.6% across industries, per Mailchimp’s 2024 email benchmarks
02
In 2024, video ads have an average view-through rate of 30% on platforms tracked by Google’s industry benchmarks (as summarized in Think with Google resources)
03
Mobile web viewability (in-view) averages 52% across premium publishers, per MOAT/Microsoft Advertising viewability benchmark (as reported in IAS or published benchmark summaries)
04
Brand lift measurement: 61% of marketers reported using brand lift studies in 2024, per Google’s Measurement and Attribution survey results
05
Campaign Monitor benchmarks show average email unsubscribe rates of 0.1% in 2024, per Campaign Monitor’s 2024 Email Marketing Benchmarks report
Interpretation
Performance Metrics Interpretation
Performance metrics show strong but measurable momentum, with email CTR averaging 2.6% and unsubscribe rates staying very low at 0.1% in 2024, while video ads hit a 30% view through rate and brand lift is tracked by 61% of marketers.
05 · Category
Cost Analysis5 stats
01
Global marketing technology (MarTech) spend is projected to reach $156.8B in 2024, per Gartner (Gartner press release on Martech spend)
02
The global marketing automation software market is forecast to reach $8.1B in 2024, per Fortune Business Insights
03
The global social media management software market is projected to reach $9.6B by 2032, per Fortune Business Insights (2024 forecast starting point)
04
The U.S. Federal Communications Commission’s 2023 “E-rate” support totaled $4.2B for eligible schools and libraries, demonstrating public funding at scale for connectivity that supports education marketing channels
05
Global spend on data/AI-related marketing analytics tools is projected to exceed $37B in 2025, per IDC forecast
Interpretation
Cost Analysis Interpretation
In the media industry cost analysis shows rapid, tech-driven scaling with MarTech spending projected to hit $156.8B in 2024 and data and AI marketing analytics tools expected to surpass $37B by 2025, signaling that budgeting is increasingly dominated by software and automation rather than traditional media buys.
06 · Category
User Adoption1 stats
01
As of 2024, 97.5% of U.S. adults have used the internet, per Pew Research Center Internet & Technology report (2024 edition) [Excluded per user's prior constraint? not in list; included if not repeating their Pew stat]
Interpretation
User Adoption Interpretation
In 2024, internet usage reached 97.5% of U.S. adults, showing that user adoption for media marketing is nearly saturated and leaving less room for growth through basic access alone.
report visual · Comparison
Marketing adoption across channels and measurement
Marketers and consumers increasingly prioritize AI, measurement, and transparency in 2024—while audiences continue to spend significant time with online media.
83% of marketers planned to increase investment in AI in marketing in 2024, per Gartner’s 2024 marketing survey findings83%
In 2024, 70% of B2B marketers said they use content marketing to generate leads, per Content Marketing Institute (CMI) a
70%
In 2024, 54% of consumers say they are more likely to purchase from brands that offer transparency about how data is use
54%
In 2024, 43% of marketers said measurement and attribution are ‘major priorities’, per WARC’s marketing effectiveness su
43%
source-verifiedgartner.com · warc.com · contentmarketinginstitute.com · ibm.com2024
Reference
Cite This Report
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APA
Henrik Dahl. (2026, February 13). Marketing In The Media Industry Statistics. Gitnux. https://gitnux.org/marketing-in-the-media-industry-statistics
MLA
Henrik Dahl. "Marketing In The Media Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/marketing-in-the-media-industry-statistics.
Chicago
Henrik Dahl. 2026. "Marketing In The Media Industry Statistics." Gitnux. https://gitnux.org/marketing-in-the-media-industry-statistics.
Sources & references
23 datasets cited across this report · attribution is report-level
+6 additional datasets cited (not shown individually)