22 Oct, 2025

Global Digital Trends Every Brand Should Watch Heading Into 2026

Digital behaviour keeps evolving—and so do the opportunities for brands.
According to the new “Digital 2026” global report from Meltwater and We Are Social (a Plus Company agency), social media has officially overtaken all other channels as the top source of brand discovery among younger audiences.

The 700-page analysis taps into the expertise of GWI, Statista, GSMA Intelligence, Similarweb, Semrush, Ookla, SocialInsider, and Skai—revealing how people connect, search, shop, and stream in today’s digital-first world.

Here’s what your brand needs to know.

Social Media: Still Expanding—Not Slowing Down

There are now 5.66 billion social media user identities worldwide, covering 68.7% of the global population. Even with duplicates and bots in the mix, the reach is staggering.

Over the past decade, social media adoption has grown by 3.4 billion users—an average of 28 million new signups every month, or nearly 1 million a day. The report calls it plainly: there’s “no credible evidence that social media is in decline.”

Among platforms:

• YouTube leads in active users.
• WhatsApp, Instagram, and Facebook follow closely.
• TikTok, though fifth in user count, dominates time spent—with the average user clocking 1 hour and 37 minutes daily.

 Agency takeaway: Social remains the most dynamic channel for brand storytelling and cultural relevance—especially short-form and video-first content.

Brand Discovery: Where Search Meets Social

Social media ads now rank third overall for brand discovery (30.4%), just behind search engines and TV. But for younger audiences, social is the gateway:

• 34.2% of 16–24-year-olds
• 32.1% of 25–34-year-olds

Even among 35–44-year-olds, social ranks second only to search.

Globally, search remains the #1 discovery tool (32.9%), while TV ads hold 31.8%.

 Agency takeaway: Paid social and search are now parallel discovery engines. The winning strategy blends algorithmic targeting with emotional storytelling.

Ad Spend: The Digital Majority Rules

Global ad spend is projected to hit $1.16 trillion USD in 2025, up 6.5% from 2024. In Canada, ad revenue equals 1.1% of GDP, ranking eighth globally (the U.K. leads at 1.65%).

By next year, digital channels will represent 74.4% of global media investment—a clear sign that audiences and budgets are moving in the same direction.

Breakdown by category:

• Search Advertising: $352B (doubling since 2020)
• Social Media Advertising: $277B (+13.6% YoY; 32.1% of digital spend)
• Online Video: $208B
• Display/Banners: $185B
• Influencer Marketing: $39.3B
• Retail Media: $204B (23.7% of digital spend)
• Traditional TV: $146B

 Agency takeaway: Invest where consumers act, not just watch. Social, search, and retail media are the modern performance trifecta.

Digital TV: Streaming Becomes the Standard

Streaming has completely reshaped TV consumption:

• 91.7% of adults stream content monthly
• 94.6% watch some form of online video
• 31.6% of adults prefer Connected TVs (CTV)

While 73.5% still tune into traditional TV weekly, streaming now accounts for 50.4% of total viewing time globally.

 Agency takeaway: The line between linear and digital TV has vanished. Brands must plan video holistically, across broadcast, streaming, and social surfaces.

AI Adoption: From Trend to Transformation

AI is no longer hype—it’s habit. The report estimates over 1 billion people actively use AI-driven tools globally. Nearly half (48.7%) of online adults say they’re “excited” about AI’s potential.

 Agency takeaway: Smart brands are already integrating AI into content creation, targeting, analytics, and consumer engagement. The opportunity isn’t just efficiency—it’s deeper personalization at scale.

The Bottom Line for Brands

The Digital 2026 report paints a clear picture:
Digital engagement is universal, attention is fragmented, and discovery is increasingly social-first.

So what should your brand do?

• Be present where curiosity meets intent: search + social
• Speak the language of algorithms and audiences alike
• Use AI to stay human—just at scale

The future of digital isn’t coming. It’s already here.