Recap of the State of Social Media in 2024: Key Trends & Top Stats for Media & Entertainment
Social media continues to evolve, and as we move through 2025, media and entertainment brands must stay ahead of the latest trends. ListenFirst’s State of Social Media: Media & Entertainment 2024 report offers a deep dive into what drove Engagement, audience growth, and content performance across platforms. Below are the key takeaways that every marketer should know.
Download the full report here and check out our deep dive below!
1. YouTube’s Surprise Surge While TikTok Holds Strong
Contrary to initial projections, YouTube experienced an unexpected boom in subscriber growth, closing the year with a +25% increase—far exceeding its projected +14%. Meanwhile, TikTok defied predictions of a sharp decline in follower growth, ending with only a -9% drop instead of the anticipated -31%. These trends indicate that YouTube is solidifying its dominance in the video space, while TikTok remains resilient despite speculation about slowing momentum.
2. Engagement Wars: Instagram Still Leads, But TikTok is Gaining
Engagement rates saw a YoY increase of at least 10% across Instagram, TikTok, and YouTube. Notably, TikTok posted an astonishing 63% growth in engagement, surpassing forecasts by 51% and reinforcing its dominance in social media. However, Twitter continues to struggle, experiencing a 27% decline in engagement, extending a four-year downward trend.
3. The Rise of Gallery Posts—But Video Still Reigns
While gallery posts (carousel images) made up only 16% of total content, they contributed to over 34% of total engagement. However, video content still dominates, even though its engagement share has declined from 56% in 2022 to 40% in 2024. This suggests that while images maintain a steady level of interaction, short-form video remains the most impactful format for engagement.
4. Hashtag Strategy Shifts: TikTok & YouTube Drive Discovery
A notable trend in 2024 is the increased use of hashtags on TikTok and YouTube, with both platforms leveraging hashtags for video discovery and algorithm recommendations. In contrast, Instagram’s hashtag usage has remained relatively flat, as it increasingly relies on its Explore page and user interactions (likes, shares, and watch time) for content discovery.
5. TikTok Dominates in Viewership Growth
Despite concerns about oversaturation, TikTok has seen a +24% increase in post volume and viewership. This marks a strong rebound from 2022, outpacing both Instagram (-25%) and YouTube (-5%) in viewership growth. The numbers indicate that TikTok’s content consumption is not only growing but thriving, despite an increase in competition.
6. Timing Matters: Midday & Midweek for Maximum Engagement
For brands aiming to maximize engagement, posting between 9 AM and 3 PM PST continues to yield the best results. Additionally, Tuesdays and Wednesdays have emerged as peak engagement days in 2024. However, as social media behavior evolves, there may be opportunities in non-traditional time slots (like Sunday afternoons) to capitalize on less crowded posting times.
7. The Uncertain Future of TikTok: What’s Next?
With ongoing discussions about a potential TikTok ban, brands are exploring alternatives. The rise of Instagram Reels, YouTube Shorts, and Snapchat Spotlight suggests that short-form video isn’t going anywhere—it’s just diversifying. Meanwhile, emerging platforms like Triller, Rednote, and BeReal could become new homes for displaced TikTok creators. Additionally, we may see a shift towards Patreon, Substack, and direct brand collaborations as influencers seek alternative revenue streams.
Top 10 Social Media Stats for Media & Entertainment (2024)
Beyond these broad trends, the latest Owned Social Score data highlights the most dominant media companies and their performance across platforms. Here are the top 10 M&E brands on social media for 2024:
- Disney leads the pack with an Owned Social Score of 10.83 billion, making it the most dominant media conglomerate on social media.
- Warner Bros. Discovery follows with 7.47 billion, securing the second position in the rankings.
- NBCUniversal ranks third with 6.86 billion in Owned Social Score, showing strong performance across platforms.
- ViacomCBS (Paramount) takes fourth place with 5.42 billion, maintaining a competitive presence.
- Netflix, despite no traditional TV network presence, ranks fifth with 2.15 billion, showing the power of streaming-first brands.
- TikTok engagement surged for NBCUniversal with a +112.3% increase, making it one of the fastest-growing platforms.
- Netflix saw the highest TikTok growth at +138.71%, proving the platform’s importance for entertainment brands.
- YouTube remains strong, with NBCUniversal experiencing +30.49% growth, reinforcing the importance of long-form and short-form video.
- Instagram remains a major driver, with Disney leading in Instagram engagement at 6.12 billion interactions.
- Facebook continues to decline in relevance, with most conglomerates seeing minimal growth or even negative movement in their Owned Social Score.
Final Thoughts: What This Means for Media & Entertainment Brands
Social media in 2024 is more dynamic than ever, with YouTube surging, TikTok remaining a powerhouse, and Instagram maintaining its engagement dominance. Video content still leads, but strategic shifts in hashtags, timing, and platform diversification are key to staying relevant. As brands prepare for potential TikTok disruptions, understanding where audiences are migrating and how engagement behaviors are evolving will be crucial for success.
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