Paywalls, contextual ads, and in-platform transactions could enhance Reddit’s profits without alienating its community-focused user base.

Reddit posts 71% revenue growth but misses DAUq targets: Despite strong ad revenue and international expansion, Reddit’s user growth fell short of expectations, sending shares down 14% after hours.

A series of major milestones are on tap for total media and digital media ad spending around the world in 2025, although growth will be uneven across countries and regions.

SpaceX, OpenAI, and others are choosing private funding over public markets to safeguard innovation, avoid scrutiny, and maintain competitive advantages.

This report presents five of the most intriguing and/or under-the-radar forecasts for 2025 that clients should be aware of, as compiled by our forecasting team.

On today’s podcast episode, our analyst Bill Fisher asks Principal Forecasting Writer Ethan Cramer-Flood, Senior Forecasting Analyst Zach Goldner, and Senior Forecasting Director Oscar Orozco about the most interesting eMarketer international forecasts of the past year, as well as what we can expect for 2025.

Automated ad systems, boosted video ad spending, and platforms leaning into their unique qualities led to a bounce-back year in 2024 for social networks overall.

As social media strengthens its grip on consumers’ digital lives in 2025, political polarization, regulation, and a desire for deeper personalization will shake up the landscape.

By rolling out Review Insights and a conversational assistant, Yelp hopes to enhance usability, tackle review fatigue, and outmaneuver competitors in local search.

Reddit posts strong Q3 profit: Ad revenues surge 56%, though user engagement and global growth remain critical to long-term success.

Millennials outpace Gen Z on eight of the 12 digital platforms EMARKETER tracks.

Contextual targeting gives Reddit an edge: The platform is expanding a feature that let advertisers buy space in highly specific comment sections.

Gen Zers are on a path to take the lead on most platforms, while millennials remain a stable digital population and other generations pick up new habits.

Reddit doesn’t want another user blackout: A new policy prevents incidents like last year’s protest and ensures users cant nullify ad space.

By adding translation tools in new markets, Reddit seeks to drive growth and keep momentum post-IPO.

YouTube is doubling down on social connectivity and AI tools to stay competitive with rivals like TikTok and Meta. The platform’s new suite of features introduced last week include Communities, a fan’s ability to boost creators’ videos, generative AI (genAI) video tools, and gifting. These innovations mimic what’s working on other social media platforms as YouTube seeks to remain social even as it builds out its connected TV business.

Young consumers’ habit of regularly checking companies’ and apps’ reviews creates a valuable opportunity to build relationships.

Platforms owners like Meta and Snap face scrutiny over data exploitation and child privacy laws. Regulatory action could disrupt their ad-based profits.

Three in four consumers are concerned about fake reviews, according to January 2023 data from Bazaarvoice. Amazon and other retailer websites have a fake reviews problem, and it’s driving consumers—Gen Zers in particular—to seek information about products on social media sites like TikTok and Reddit.

Reddit was the fifth highest-visibility domain in Google’s organic search results in July 2024, up from No. 68 in July 2023, according to Sistrix. And since going public in March 2024, the company has introduced new ad products and search improvements.