{
  "updated": "2026-10-26",
  "sources": [
    {
      "id": "youtube-2026",
      "publisher": "YouTube",
      "title": "From the CEO: What’s coming to YouTube in 2026",
      "url": "https://blog.youtube/inside-youtube/the-future-of-youtube-2026/",
      "published": "2026-01-21",
      "period": "Shorts: current milestone as of January 2026; payouts: preceding four years.",
      "method": "Official CEO letter reporting internal platform metrics. No sampling frame or detailed counting methodology is provided.",
      "limitations": "Company-reported, not independently audited here. Daily views are not unique viewers; payouts include creators, artists and media companies across all formats."
    },
    {
      "id": "meta-q3",
      "publisher": "Meta",
      "title": "Q3 2025 earnings call transcript",
      "url": "https://s21.q4cdn.com/399680738/files/doc_financials/2025/q3/META-Q3-2025-Earnings-Call-Transcript.pdf",
      "published": "2025-10-29",
      "period": "Q3 2025 earnings call; video-time comparison with prior year; recommendation comparison with start of 2025.",
      "method": "Official earnings transcript; company-reported internal metrics. No sampling frame, geographic breakdown or detailed measurement rules supplied for these statements.",
      "limitations": "Instagram video is not Reels alone. Monthly actives are not ad reach. Facebook recommendation volume is not views. Source date is the dated call, not a separately disclosed PDF upload date."
    },
    {
      "id": "tiktok-europe",
      "publisher": "TikTok",
      "title": "TikTok’s community in Europe Tops 200 Million",
      "url": "https://newsroom.tiktok.com/tiktok-community-in-europe-tops-200-million?lang=en-150",
      "published": "2025-09-05",
      "period": "Monthly audience milestone announced September 2025; exact reference month not stated.",
      "method": "Monthly Active Recipients (MAR) across 32 explicitly named European countries, including Switzerland and the UK. TikTok says the calculation follows its EU Digital Services Act transparency methodology.",
      "methodologyUrl": "https://www.tiktok.com/transparency/en/dsa-transparency",
      "limitations": "Defined 32-country scope, not EU-only, global users or advertising reach; not independently audited here."
    },
    {
      "id": "tiktok-us",
      "publisher": "TikTok",
      "title": "Statement on Executive Order Extending the Deadline",
      "url": "https://newsroom.tiktok.com/en-us/statement-from-tiktok-on-executive-order",
      "published": "2025-06-19",
      "period": "US audience and businesses cited in June 2025 statement; activity window not disclosed.",
      "method": "Official company statement. No sample, user activity period, business definition or counting methodology disclosed.",
      "limitations": "Do not label the user number MAU or DAU. Businesses are not necessarily advertisers or paying customers."
    },
    {
      "id": "pew-2025",
      "publisher": "Pew Research Center",
      "title": "Teens, Social Media and AI Chatbots 2025",
      "url": "https://www.pewresearch.org/internet/2025/12/09/teens-social-media-and-ai-chatbots-2025/",
      "published": "2025-12-09",
      "period": "Fieldwork September 25–October 9, 2025.",
      "method": "Online Ipsos KnowledgePanel survey of 1,458 US teens ages 13–17. Probability-based recruitment primarily by residential address; weighted to represent teens living with their parents. Full-sample margin of error ±3.3 percentage points at 95% confidence.",
      "methodologyUrl": "https://www.pewresearch.org/internet/2025/12/09/teens-social-media-ai-methodology/",
      "limitations": "Self-reported platform use, not logged viewing, Shorts/Reels-specific use, viral discovery or purchase behavior. Percentages are rounded and use all teens as denominator.",
      "evidenceUrl": "https://www.pewresearch.org/wp-content/uploads/sites/20/2025/12/PI_2025.12.09_Teens-Social-Media-AI_TOPLINE.pdf"
    },
    {
      "id": "iab-2025",
      "publisher": "IAB / Advertiser Perceptions",
      "title": "2025 Creator Economy Ad Spend & Strategy Report",
      "url": "https://www.iab.com/wp-content/uploads/2025/11/IAB_Creator_Ad_Spend_and_Strategy_Report_2025.pdf",
      "published": "2025-11-20",
      "period": "Survey July 28–August 12, 2025; historical spend estimates and 2025 forecast.",
      "method": "Anonymous 15-minute online survey of 453 US creator-marketing decision-makers: planned 2025 spend of $1M+ on advertising and $100K+ on creator marketing; 60% agencies, 40% brands. Recruited via AdPROs and third-party partners. Market estimates combine financial statements, public financial information, survey results and syndicated research; projections also use industry/economic expectations.",
      "methodologyUrl": "https://www.iab.com/news/creator-economy-ad-spend-to-reach-37-billion-in-2025-growing-4x-faster-than-total-media-industry-according-to-iab/",
      "limitations": "Selected substantial creator-ad buyers, not all businesses. Spend covers intentional sponsored content, amplified sponsored content and planned creator adjacencies—not all creator income, tips, merchandise or short-form video alone. No probability-sample margin of error claimed."
    }
  ],
  "statistics": [
    {
      "id": "shorts-daily-views",
      "section": "platforms",
      "value": 200,
      "display": "200B/day",
      "claim": "YouTube reported that Shorts averaged 200 billion daily views in January 2026.",
      "sourceId": "youtube-2026",
      "evidence": "Shorts, which now averages 200 billion daily views.",
      "kind": "Company-reported",
      "scope": "YouTube Shorts; views, not unique viewers; averaging window unspecified."
    },
    {
      "id": "instagram-monthly-actives",
      "section": "platforms",
      "value": 3,
      "display": "3B",
      "claim": "Meta reported that Instagram had reached 3 billion monthly active users in its October 2025 earnings call.",
      "sourceId": "meta-q3",
      "evidence": "Instagram hit a major milestone with 3 billion monthly actives.",
      "kind": "Company-reported",
      "scope": "Instagram overall; not Reels-specific audience."
    },
    {
      "id": "instagram-video-time",
      "section": "platforms",
      "value": 30,
      "display": ">30%",
      "claim": "Meta reported that time spent watching video on Instagram was up more than 30% versus the prior year in its Q3 2025 call.",
      "sourceId": "meta-q3",
      "evidence": "video time spent on Instagram up more than 30% since last year.",
      "kind": "Company-reported",
      "scope": "Instagram video overall; growth in time, not Reels views."
    },
    {
      "id": "tiktok-europe-monthly",
      "section": "platforms",
      "value": 200,
      "display": ">200M",
      "claim": "TikTok reported more than 200 million monthly active recipients across its defined 32-country European scope in September 2025.",
      "sourceId": "tiktok-europe",
      "evidence": "more than 200 million people across Europe* now come to TikTok every month",
      "kind": "Company-reported",
      "scope": "32 European countries, including the UK and Switzerland; not EU-only."
    },
    {
      "id": "tiktok-us-users",
      "section": "platforms",
      "value": 170,
      "display": ">170M",
      "claim": "TikTok cited more than 170 million American users in its June 2025 executive-order statement.",
      "sourceId": "tiktok-us",
      "evidence": "more than 170 million American users",
      "kind": "Company-reported",
      "scope": "US users; activity period unspecified, so not labeled monthly actives."
    },
    {
      "id": "facebook-fresh-reels",
      "section": "platforms",
      "value": 2,
      "display": "2×",
      "claim": "Meta said Facebook surfaced twice as many Reels published that same day as at the start of 2025.",
      "sourceId": "meta-q3",
      "evidence": "On Facebook, our systems are now surfacing twice as many Reels published that day than at the start of the year.",
      "kind": "Company-reported",
      "scope": "Facebook recommendations as reported October 29, 2025; not Instagram, views or reach."
    },
    {
      "id": "teens-ever-youtube",
      "section": "audiences",
      "value": 92,
      "display": "92%",
      "claim": "92% of US teens ages 13–17 said they ever use YouTube in Pew’s 2025 survey.",
      "sourceId": "pew-2025",
      "evidence": "TSNS1: “Do you ever use any of the following apps or sites?” YouTube: Yes, 92% (September 25–October 9, 2025).",
      "kind": "Survey",
      "scope": "All 1,458 surveyed US teens; weighted; platform overall, not specific video formats."
    },
    {
      "id": "teens-ever-tiktok",
      "section": "audiences",
      "value": 68,
      "display": "68%",
      "claim": "68% of US teens ages 13–17 said they ever use TikTok in Pew’s 2025 survey.",
      "sourceId": "pew-2025",
      "evidence": "TSNS1: “Do you ever use any of the following apps or sites?” TikTok: Yes, 68% (September 25–October 9, 2025).",
      "kind": "Survey",
      "scope": "All 1,458 surveyed US teens; weighted; platform overall, not specific video formats."
    },
    {
      "id": "teens-ever-instagram",
      "section": "audiences",
      "value": 63,
      "display": "63%",
      "claim": "63% of US teens ages 13–17 said they ever use Instagram in Pew’s 2025 survey.",
      "sourceId": "pew-2025",
      "evidence": "TSNS1: “Do you ever use any of the following apps or sites?” Instagram: Yes, 63% (September 25–October 9, 2025).",
      "kind": "Survey",
      "scope": "All 1,458 surveyed US teens; weighted; platform overall, not specific video formats."
    },
    {
      "id": "teens-daily-tiktok",
      "section": "audiences",
      "value": 61,
      "display": "61%",
      "claim": "61% of US teens ages 13–17 reported using TikTok daily in Pew’s 2025 survey.",
      "sourceId": "pew-2025",
      "evidence": "Somewhat smaller shares report going on two other platforms daily: TikTok (61%) and Instagram (55%).",
      "kind": "Survey",
      "scope": "All US teens in the weighted survey; daily means at least once a day, not time spent."
    },
    {
      "id": "teens-daily-instagram",
      "section": "audiences",
      "value": 55,
      "display": "55%",
      "claim": "55% of US teens ages 13–17 reported using Instagram daily in Pew’s 2025 survey.",
      "sourceId": "pew-2025",
      "evidence": "Somewhat smaller shares report going on two other platforms daily: TikTok (61%) and Instagram (55%).",
      "kind": "Survey",
      "scope": "All US teens in the weighted survey; daily means at least once a day, not time spent."
    },
    {
      "id": "teens-tiktok-constant",
      "section": "audiences",
      "value": 21,
      "display": "21%",
      "claim": "21% of all US teens ages 13–17 said they use TikTok “almost constantly” in Pew’s 2025 survey.",
      "sourceId": "pew-2025",
      "evidence": "TSNS2, BASED ON ALL TEENS: TikTok, September 25–October 9, 2025, Almost constantly: 21.",
      "kind": "Survey",
      "scope": "All teens, not only TikTok users; self-described frequency, not logged screen time."
    },
    {
      "id": "buyer-reputation",
      "section": "marketing",
      "value": 58,
      "display": "58%",
      "claim": "58% of surveyed US creator-ad buyers rated creator reputation “very important” when selecting creators.",
      "sourceId": "iab-2025",
      "evidence": "CRITERIA BRANDS USE WHEN SELECTING CREATORS (% SELECTED AS VERY IMPORTANT): Creator Reputation | 58.",
      "kind": "Survey",
      "scope": "453 qualifying US advertising decision-makers; reported selection criterion, not measured performance."
    },
    {
      "id": "buyer-audience-fit",
      "section": "marketing",
      "value": 56,
      "display": "56%",
      "claim": "56% of surveyed US creator-ad buyers rated audience alignment “very important” when selecting creators.",
      "sourceId": "iab-2025",
      "evidence": "CRITERIA BRANDS USE WHEN SELECTING CREATORS (% SELECTED AS VERY IMPORTANT): Audience Alignment | 56.",
      "kind": "Survey",
      "scope": "453 qualifying US advertising decision-makers; reported selection criterion, not measured performance."
    },
    {
      "id": "buyer-goal-awareness",
      "section": "marketing",
      "value": 43,
      "display": "43%",
      "claim": "43% of surveyed US creator-ad buyers selected building brand awareness as a top-three creator-marketing goal.",
      "sourceId": "iab-2025",
      "evidence": "BRANDS’ TOP GOALS/OBJECTIVES FOR CREATOR MARKETING (% SELECTED AS A TOP 3 GOAL/OBJECTIVE): Building Brand Awareness | 43.",
      "kind": "Survey",
      "scope": "453 qualifying buyers; top-three selection, not a success rate, conversion rate or lift."
    },
    {
      "id": "buyer-goal-new-audiences",
      "section": "marketing",
      "value": 41,
      "display": "41%",
      "claim": "41% of surveyed US creator-ad buyers selected reaching new audiences as a top-three creator-marketing goal.",
      "sourceId": "iab-2025",
      "evidence": "BRANDS’ TOP GOALS/OBJECTIVES FOR CREATOR MARKETING (% SELECTED AS A TOP 3 GOAL/OBJECTIVE): Reaching New Audiences | 41.",
      "kind": "Survey",
      "scope": "453 qualifying buyers; top-three selection, not a success rate, conversion rate or lift."
    },
    {
      "id": "buyer-goal-sales",
      "section": "marketing",
      "value": 32,
      "display": "32%",
      "claim": "32% of surveyed US creator-ad buyers selected driving online sales/conversions as a top-three creator-marketing goal.",
      "sourceId": "iab-2025",
      "evidence": "BRANDS’ TOP GOALS/OBJECTIVES FOR CREATOR MARKETING (% SELECTED AS A TOP 3 GOAL/OBJECTIVE): Driving Online Sales/Conversions | 32.",
      "kind": "Survey",
      "scope": "453 qualifying buyers; top-three selection, not a success rate, conversion rate or lift."
    },
    {
      "id": "creators-must-buy",
      "section": "marketing",
      "value": 48,
      "display": "48%",
      "claim": "48% of surveyed US creator-ad buyers considered creators a “must buy” for their media plans.",
      "sourceId": "iab-2025",
      "evidence": "% OF BRANDS THAT CONSIDER THE FOLLOWING A “MUST BUY” (i.e., NECESSARY FOR MEDIA PLAN): Creators | 48.",
      "kind": "Survey",
      "scope": "453 qualifying US buyers including agency respondents; not all US businesses."
    },
    {
      "id": "creator-ad-spend-2025",
      "section": "creators",
      "value": 37,
      "display": "~$37B",
      "claim": "IAB projected US creator-economy advertising spend to reach approximately $37 billion in 2025.",
      "sourceId": "iab-2025",
      "evidence": "The report found creator economy ad spend is projected to reach $37 billion in 2025.",
      "kind": "Projection",
      "scope": "US intentional creator advertising; rounded headline (detailed chart: $37.1B). Not a final actual."
    },
    {
      "id": "creator-ad-spend-2024",
      "section": "creators",
      "value": 29.5,
      "display": "$29.5B",
      "claim": "IAB estimated US creator-economy advertising spend at $29.5 billion in 2024.",
      "sourceId": "iab-2025",
      "evidence": "Ad spend in the creator economy has more than doubled since 2021 from $13.9B to $29.5B in 2024.",
      "kind": "Estimate",
      "scope": "US intentional creator advertising; market-size estimate, not creator take-home income."
    },
    {
      "id": "youtube-payouts",
      "section": "creators",
      "value": 100,
      "display": ">$100B",
      "claim": "YouTube reported paying more than $100 billion to creators, artists and media companies over the four years preceding its January 2026 letter.",
      "sourceId": "youtube-2026",
      "evidence": "In the past four years alone, we’ve paid over $100 billion to creators, artists, and media companies.",
      "kind": "Company-reported",
      "scope": "YouTube across all formats; not Shorts earnings alone or income of a typical creator."
    }
  ]
}