Behind TikTok’s latest bid for Gen Z

Plus, Reddit sees user engagement gains [Insider Intelligence]( [Emarketer Daily]( Daily]( Charts. News. Analysis Editor’s note: EMARKETER Daily will not publish Monday, September 2, due to the Labor Day holiday in the US. AUGUST 30, 2024 What was the most streamed show in America this July? A) Dexter B) The Boys C) Young Sheldon D) Suits [Get the answer]( Was this email forwarded to you? Sign up [here](. TOP STORY [TikTok’s new group messages take on Instagram, Snap in a play for Gen Z]( [TikTok’s]( group messaging feature aims to capture more of [Gen Z’s]( attention from [Instagram]( and Snap. But TikTok will need to find a way to attract users from those platforms. TikTok announced earlier this month that users can now create group chats of up to 32 people to chat and share content. More than half (53.3%) of US Gen Zers use social media for messaging per an EMARKETER survey, meaning group messages could be a big draw for Gen Zers. [Keep reading]( IN THE NEWS [Reddit is outpacing social media rivals TikTok, Facebook, and Instagram when it comes to engagement]( Reddit is one of the few social platforms improving its user engagement, according to recent data from Comscore Mobile Metrix. The platform demonstrated growth in monthly time spent, increasing from 215.2 minutes in June 2023 to 243.0 minutes in June 2024. This rise likely reflects its growing appeal for niche communities and discussions, further solidifying its role in the social media ecosystem. Our view: This uptick can be attributed to Reddit's recent moves. The company’s focus on expanding its ad offerings, partnering with top sports leagues, and expanding agency partnerships has significantly boosted ad revenues, which grew 41% in Q2. [Keep reading]( ANALYSIS [Tis’ the CTV season: Survey says holiday shoppers want helpful TV ads]( Consumers are turning to their TVs for holiday inspiration: 43% of [connected TV]( (CTV) users say TV ads offer useful information on[holiday shopping]( and 72% would scan a QR code in a TV ad to make a purchase, according to a report from LG Ad Solutions. US adults will spend 2 hours and 15 minutes (2:25) a day watching CTV in 2024, accounting for over half (54.7%) of the time they spend watching digital video, per to our forecast. Here’s how advertisers can tap into CTV’s screen time this holiday season. [Keep reading]( THINGS TO KNOW ⏸️ [Roku could soon patent tech sensing when content is paused—and run ads]( 🎞️ [Bluesky is finally adding video]( 🤖 [OpenAI says ChatGPT now has 200M users]( ⚖️ [Yelp sues Google, alleging illegal dominance of local search]( ✍️ [Google: We don't count words or links on your blog posts]( PODCAST [The Weekly Listen: How the new NBA rights deal affects networks, viewers and advertisers, tapping into consumer ‘modes,’ and more]( Tune in on [Apple Podcasts]( [Spotify]( or wherever you listen to podcasts. Or watch our video podcast on [YouTube]( [Follow us on Instagram.]( [The Weekly Listen: How the new NBA rights deal affects networks, viewers and advertisers, tapping into consumer ‘modes’, and more]( [Listen in]( Email sent to: {EMAIL} If you cannot view the HTML newsletter, [please read it in your browser here](. [Become a Premium Subscriber]( | [Advertise with us]( [Manage your email preferences]( | [Unsubscribe]( | [Terms of Use]( | [Privacy Policy]( ©2024 EMARKETER, One Liberty Plaza 9th Floor, New York, NY 10006 [LiveIntent Logo]( [AdChoices Logo](