Attention Economy

PREDICTION BY

FOLLOW-UP

TikTok’s share of global digital ad spend and user time continued to rise through 2024, competing directly with OTT/streaming and music platforms for both user attention and brand budgets. Long-form streamers and audio platforms increased investment in short-form & social promotion. The prediction is qualitatively borne out: TikTok more aggressively competed for attention and ad dollars traditionally targeted at Netflix/Spotify’s spaces.

PREDICTION BY

FOLLOW-UP

TikTok's usage has expanded into longer-form content and music, encroaching on traditional entertainment time. It remains a significant music discovery engine, and while Netflix and Spotify still dominate their core areas, TikTok is a major rival for marginal entertainment minutes.

PREDICTION BY

FOLLOW-UP

This 'attention market' framing has been reflected in how marketers allocate cross-platform video and creator budgets, with TikTok being benchmarked against CTV and traditional streaming. Both Netflix and Spotify expanded ad-supported models, demonstrating competition for overlapping ad dollars and attention, aligning with the prediction.

PREDICTION BY

FOLLOW-UP

TikTok's global usage and time spent continued to grow, directly competing with Netflix and Spotify. Netflix and Spotify faced slowing growth, while TikTok expanded into longer-form content and music discovery, indicating a shift in attention and consistent with the prediction.