With broadcast TV’s weekly reach declining from 83% to 79%, brands must adapt to effectively reach audiences now favoring platforms like TikTok and Instagram. Jenny Tsai highlights the opportunity for brands to build trust with Gen Z through TikTok’s powerful algorithm and authentic content from influencers. Read the full article here.
Published On: August 17, 2023
Adapting to Changing Media Landscapes: The Shift to Social Media and TikTok
As broadcast TV faces a threat from streaming and social media, with its weekly audience reach dropping from 83% in 2021 to 79% in 2022, marking the steepest decline on record, brands need to adapt their advertising strategies to ensure they are effectively reaching their audiences.
Younger audiences are turning to social media, favoring platforms like TikTok, Snapchat, YouTube, and Instagram, with short-form videos becoming popular.
Our CEO, Jenny Tsai, comments on how brands can work with influential sources to maximise their impact within these platforms, especially on TikTok:
“There is a huge shift in the way that consumers – and especially younger generations – get in contact with brands with 40% of Gen Z users preferring TikTok and Instagram for search over Google. A big reason for this is the strength of TikTok’s algorithm in recommending content based on user tastes and the nature of the content itself which is synthesised by creators and influencers considered to be authentic by their audiences.
“This means that there is a strong opportunity for brands to build trust and loyalty with consumers early on. If executed well and in accordance with the appropriate advertising guides and regulations, long-term TikTok brand building strategies can deliver strong trust and results as Gen Z increase their purchasing power over time.”
Read the full article here.
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The top 100 media and entertainment brands across video streaming, audio streaming, and content creation generated $63.4B in total Earned Media Value in 2025, up +7.0% YoY. Growth is uneven across sub-sectors, video streaming surged while audio streaming declined sharply, platform dynamics are shifting fast, and a handful of breakout brands are rewriting what influence looks like in entertainment.
TikTok grew +70.2% YoY and is rapidly closing the gap on YouTube as the dominant entertainment influence platform. YouTube remains #1 at $32.6B but declined -11.3%, while Instagram grew +4.4% to $13.3B. Facebook nearly doubled to $7.3B (+98.9%), making media and entertainment one of the few categories where four platforms are genuinely competing for share.
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