Global Scans · emarketer · Weekly Summary

• [New] TikTok's US e-commerce business, which EMARKETER - a Business Insider sister company - forecasts could cross $23 billion in sales in 2026, is still a small player compared to Amazon, which EMARKETER expects will make more than $500 billion in US sales in 2026. Business Insider
• A rare convergence of the Milan-Cortina Winter Olympics, the FIFA World Cup, and the U.S. midterm elections-much of it streaming - is one of the main reasons eMarketer expects CTV ad spend to accelerate in 2026. AI Digital
• DOOH ad spend is on track from $22.51 B globally in 2026 to $56.1 B by 2034 - and US DOOH grows 14.0% in 2026 alone, to nearly $4.77 B (eMarketer). CrownTV
• Linear TV's share of global media spend has fallen from 41.3% in 2013 to 12.4% in 2026, and eMarketer projects linear TV ad spend will decline another 11% in 2026 across national and local. Digital Applied
• U.S. social commerce sales will surpass $100 billion in 2026 (eMarketer). CompaniesHistory.com
• U.S. advertisers will spend $121 billion on social network ads in 2026 (eMarketer). CompaniesHistory.com
• EMARKETER expects Netflix's subscription OTT ad-free viewers to decline each year until the end of the forecast period, sliding 1.8% in 2024 and 0.3% in 2027. / USA eMarketer
• Retail media is accelerating (eMarketer expects ~ $5 billion of incremental spend to flow into retail media search in 2026) - set clear ROAS and incrementality targets by network to avoid fragmentation. / USA AI Digital
• With more customers demanding ultra-fast shipping and eMarketer expecting another 14.8% increase in U.S. retail e-commerce sales this year, warehouse management systems have been getting more attention and investment, both on the part of shippers and ERP vendors. Logistics Management
• Research firm eMarketer projects Meta will finish 2026 with $243.46 billion in net ad revenue, narrowly ahead of Google's $239.54 billion. Techish Kenya
• In 2026, 51.2% of Gen Alphas will be digital gamers, EMARKETER forecasts. eMarketer
• EMARKETER just dropped a forecast that should wake up every DTC founder: TikTok Shop is projected to hit $23.4 billion in US sales by 2026. LinkedIn
• Global mobile ad spend will exceed $430 billion in 2026: Mobile now absorbs 74% of total digital advertising investment worldwide, per eMarketer mobile forecast. Digital Applied
• EMARKETER projects Netflix's US CTV net ad revenues will grow from $1.67 billion in 2025 to $2.44 billion in 2027, trailing Disney + (including Hulu) at $3.6 billion and YouTube at $9.83 billion. eMarketer
• In parallel, EMARKETER forecasts US commerce media spending will hit $83 B in 2026, reaching 21.6% of total digital ad spending. AI Digital

Last updated: 02 August 2026