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 Centerhttps://www.pewresearch.org/internet/2024/04/29/social-media-use-in-2024/
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 reporthttps://datareportal.com/reports/digital-2024-global-overview-report
03
74% of U.S. podcast listeners report listening to podcasts for entertainment in 2024, per Edison Research Infinite Dialhttps://www.edisonresearch.com/the-infinite-dial-2024/
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)https://www.spglobal.com/marketintelligence/en/news-insights/latest-news-headlines/local-ad-revenue-2023-2025-forecast.html
02
Global influencer marketing spend is expected to reach $24.5B in 2024, per Influencer Marketing Hubhttps://influencermarketinghub.com/influencer-marketing-statistics/
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)https://www.spglobal.com/marketintelligence/en/news-insights/latest-news-headlines/us-local-advertising-revenue-2023-extends-strong-growth-2024-2025-forecast-77212543
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 findingshttps://www.gartner.com/en/newsroom/press-releases/2024-03-19-gartner-study-shows-83-percent-of-marketers-plan-to-increase-ai-investment-in-2024
02
37% of marketers said they use generative AI for content creation in 2023, per McKinsey’s survey on gen AIhttps://www.mckinsey.com/capabilities/quantumblack/our-insights/the-economic-potential-of-generative-ai-the-next-productivity-frontier
03
In 2024, 43% of marketers said measurement and attribution are ‘major priorities’, per WARC’s marketing effectiveness surveyhttps://warc.com/newsandopinion/news/brand-building/measuring-up-who-knows-what-works-in-2024
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 surveyhttps://www.ibm.com/reports/data-breach
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)https://contentmarketinginstitute.com/research/b2b/content-marketing-roi/
06
In 2024, 70% of B2B marketers said they use content marketing to generate leads, per Content Marketing Institute (CMI) and MarketingProfs research (2024)https://contentmarketinginstitute.com/research/b2b/content-marketing-strategy/
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 benchmarkshttps://mailchimp.com/resources/email-marketing-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)https://www.thinkwithgoogle.com/intl/en-150/how-to-measure-video-campaigns-view-through/
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)https://www.moat.com/learn/viewability-benchmarks
04
Brand lift measurement: 61% of marketers reported using brand lift studies in 2024, per Google’s Measurement and Attribution survey resultshttps://www.thinkwithgoogle.com/intl/en-150/marketing-strategies/measurement-and-attribution-survey/
05
Campaign Monitor benchmarks show average email unsubscribe rates of 0.1% in 2024, per Campaign Monitor’s 2024 Email Marketing Benchmarks reporthttps://www.campaignmonitor.com/resources/guides/email-marketing-benchmarks/
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)https://www.gartner.com/en/newsroom/press-releases/2023-10-31-gartner-says-global-marketing-spending-for-tech-to-reach-156-8-billion-in-2024
02
The global marketing automation software market is forecast to reach $8.1B in 2024, per Fortune Business Insightshttps://www.fortunebusinessinsights.com/marketing-automation-software-market-102008
03
The global social media management software market is projected to reach $9.6B by 2032, per Fortune Business Insights (2024 forecast starting point)https://www.fortunebusinessinsights.com/social-media-management-software-market-104625
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 channelshttps://www.fcc.gov/document/fcc-announces-2023-e-rate-support-421-billion
05
Global spend on data/AI-related marketing analytics tools is projected to exceed $37B in 2025, per IDC forecasthttps://www.idc.com/getdoc.jsp?containerId=US51210624
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]https://www.pewresearch.org/internet/2024/04/24/internet-use-among-adults-in-the-united-states/
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
+6 additional datasets cited (not shown individually)