2024 Trends: Commercial Media Takes Social by Storm

By Henley Worthen · April 26, 2024

2024 Trends: Commercial Media Takes Social by Storm

In our latest report, The State of Social 2024, we noticed four major trends publishers should capitalize on to drive success. 

If you’ve been watching the digital landscape, you’ve likely noticed something big happening: mainstream media isn’t just dipping its toes into social media anymore—it’s diving in headfirst!

Let’s explore the data behind the hottest trends reshaping media & entertainment on social. 

Media & Entertainment Publishers Make a Splash on YouTube

For years, YouTube has been the go-to platform for media and entertainment content. While newer social platforms have posed obstacles to publishers, YouTube has made cross-over simple and easy. Broadcasters can quickly adapt televised content to YouTube thanks to the platform’s long-form video durations and landscape formats. 

In 2024, we can see that the long-term investment is paying off. While the uploads from media channels only increased by 5% in 2023, views skyrocketed by a jaw-dropping 118%—talk about a return on investment! Growth in viewership is far outpacing growth in uploads.

Brazil and Mexico Turn up the heat on TikTok 

In 2024, Media & Entertainment publishers are growing on TikTok at hyper speed.

In Latin America, specifically Brazil and Mexico, the TikTok platform is exploding. Brazil saw 32% growth in viewership, while Mexico climbed to the #4 spot globally with a staggering 69% increase in uploads

Latin markets present untapped opportunities for media creators. It was reported that Netflix’s revenue in the region was 7% higher in Q4 2023 than it was the year prior. And in 2023, Bad Bunny’s latin-pop album became Spotify’s most streamed song in a single day. With the explosion of Latin American shows, entertainment, and music— social media attention and revenue are also climbing. 

Unearthing Hidden Gems in TikTok Categories

While everyone else is chasing after the same oversaturated trends, Tubular data helps media publishers uncover overlooked opportunities.

For instance, the Family & Parenting TikTok category has just over 7k uploads but a whopping 6.5 billion views. When we see low category saturation and high viewership it tells us what audiences are craving. These insights make it easy to compete and cut through the online clutter.

The Sports category tells the same story. Views grew by 72% from 2022 to 2023.

In a recent interview with our clients at beIN SPORTS, they shared their insights on the current state of sports viewership on social:

“Audiences consume [sports] on social media. It’s not a trend anymore. If you look at MENA, social media is front of linear, and it’s the same in APAC”

  • Jojo Rafidison, Senior Manager of Digital Content

Watch the full discussion here

Mainstream media is entering The Social Media Era.  With unprecedented growth rates on platforms like YouTube, Instagram, Facebook, and TikTok, it’s clear that the future of entertainment is digital.

Latin America is emerging as a powerhouse of lucrative opportunities for publishers willing to tap into its diverse audience.

By leveraging data to identify untapped video categories, media creators can stay one step ahead of the competition.

Next up from The State of Social 2024: 

  • Evolving, dynamic social audiences
  • Content strategizing & platform diversification
  • Influencers integrating with commercial media

To get the full report instantly, click below.

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