TikTok, Facebook, and AI-Driven Ads Power Explosive Growth in U.S. Social Media Networking Market

According to the latest market research study published by P&S Intelligence, the U.S. social networking market, valued at USD 138.9 billion in 2024, is on track for extraordinary growth, projected to more than double to USD 304.5 billion by 2032 at a 10.5% CAGR. Social platforms are increasingly woven into the fabric of daily life, redefining how Americans connect, entertain, shop, and share experiences.

Four major platforms—Facebook, Instagram, Twitter (X), and LinkedIn—continue to lead user engagement, while TikTok dominates as the fastest-growing network, capturing younger audiences with its innovative short-form video content.

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Key Growth Drivers

• Video-first engagement: The rise of TikTok, Instagram Reels, and YouTube Shorts highlights consumers’ shift toward live streaming and short-form videos as primary sources of entertainment and interaction.
• Smartphone & 5G penetration: With 85–90% of U.S. adults owning smartphones and 5G networks covering nearly 70% of the population, seamless social media access and real-time interaction have become mainstream.
• AI-powered personalization: Platforms leverage artificial intelligence to deliver hyper-personalized feeds, boosting engagement and influencing consumer behavior. Roughly 80% of U.S. users report purchase decisions driven by influencers.
• Integrated commerce: Shopping features embedded within apps have transformed platforms into powerful sales channels, with over 270 million Americans shopping online in 2023.

Market Insights

• User Segments: Personal users represent the largest share (45% in 2024), while business users are the fastest-growing, increasingly leveraging social platforms for branding, customer engagement, and targeted advertising.
• Platform Share: Facebook leads with 35% share and more than 194 million monthly active users, while TikTok is the fastest-growing platform, with U.S. adults spending an average of 44 hours per month on the app.
• Functionality: Communication dominates with a 30% share, while marketing is the fastest-growing category, as U.S. businesses are expected to spend nearly USD 80 billion on social media advertising by 2025.
• Revenue Models: Advertising remains the largest source of revenue (50%), but subscriptions are emerging as the fastest-growing model at an 11.5% CAGR, led by Twitter, LinkedIn, and Snapchat.

Regional Outlook

The Southern U.S. leads with 55% market share and remains the fastest-growing region, driven by urban density, younger demographics, and robust broadband access across states like Texas, Florida, and Georgia.

Competitive Landscape

The market is moderately consolidated, with leaders like Meta Platforms, Alphabet Inc., LinkedIn, Twitter (X), Pinterest, and Reddit dominating, while community-driven entrants such as Discord, BeReal, and Clubhouse are fragmenting the ecosystem. Competition is intensifying with the rollout of AI features, short-video tools, and integrated shopping experiences.

Recent Developments

• Meta Platforms Inc. to introduce advertisements on WhatsApp (June 2025).
• Publicis Groupe acquires Captiv8 to expand influencer marketing capabilities (May 2025).
• Alphabet Inc. announces a USD 75 billion AI investment (Feb 2025).
• Discord Inc. rolls out a privacy-focused “Ignore” feature (Feb 2025).

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U.S. Home Automation Market Poised for Rapid Growth with Increased Demand for Smart Security and Energy Management

According to the latest market research study published by P&S Intelligence, the U.S. home automation services market is experiencing substantial growth and is projected to expand from USD 35.8 billion in 2024 to an impressive USD 118.9 billion by 2032, with a notable CAGR of 16.3%. This robust growth is primarily fueled by an increasing demand for smart home devices, driven by the desire for enhanced convenience, security, and energy efficiency. As consumers increasingly seek integrated, user-friendly solutions for managing their homes, the market is seeing widespread adoption of smart home technologies such as voice assistants (Amazon Alexa, Google Assistant, and Apple HomeKit), smart security systems, energy management solutions, and automation tools for lighting, heating, ventilation, and air conditioning (HVAC).

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A significant factor contributing to this surge is the growing integration of the Internet of Things (IoT) into household appliances, making it easier for users to control and monitor devices remotely. Moreover, advancements in artificial intelligence (AI) and machine learning are enhancing the ability to optimize home systems, providing more energy-efficient, secure, and comfortable living environments. These innovations in smart technology are shaping the future of the home automation services market, creating new avenues for growth and investment.

Governments are also playing a key role in the market's development, promoting energy-efficient home solutions through incentives and regulations aimed at reducing energy consumption and carbon footprints. This policy support, combined with growing consumer awareness about sustainability, is driving the demand for smarter, greener homes. As a result, the integration of energy-efficient systems such as smart thermostats, lighting controls, and energy management platforms is gaining momentum, further propelling the market’s growth.

Key Insights

Market Segmentation

The U.S. home automation services market is segmented into various categories, with the security and access control segment holding the largest share. In 2024, security systems are expected to account for 45% of the market, a trend driven by rising concerns about home security and the growing popularity of smart security solutions like video doorbells, smart locks, and security cameras. These systems allow homeowners to monitor and control their property remotely, providing enhanced security and peace of mind.

Energy management systems are another rapidly growing segment. As energy prices continue to rise and sustainability becomes a priority, homeowners are increasingly turning to smart meters, energy-efficient lighting, and HVAC systems that can be remotely controlled to optimize energy usage. This shift is expected to drive substantial growth in the market, particularly in suburban and urban areas where energy consumption is high.

Technological Advancements

Wireless technology is the dominant driver of growth in the market, accounting for a significant share of installations due to its flexibility, ease of installation, and cost-effectiveness. Popular wireless communication protocols like Wi-Fi, Zigbee, Z-Wave, and Bluetooth are enabling seamless connectivity between devices and applications. These technologies make it easier for consumers to add or remove devices in their home networks without major infrastructure changes.

Additionally, the hybrid systems market—combining both wired and wireless technologies—is witnessing the fastest growth, expanding at a CAGR of 16.6%. Hybrid systems offer the best of both worlds, leveraging the reliability of wired systems with the convenience and flexibility of wireless solutions.

Service Types

The installation and integration services segment remains the largest service category, as consumers typically prefer professional installation to ensure that all components are compatible and integrated correctly. However, there is an increasing shift toward managed services, which include subscription-based offerings for system monitoring, surveillance, and updates. Managed services are becoming increasingly popular, particularly among tech-savvy consumers seeking advanced features such as remote monitoring and system management.

Regional Trends

Geographically, the Western U.S. holds the largest market share for home automation services, driven by higher consumer awareness and disposable income levels. The region also benefits from a tech-savvy population with a higher propensity to adopt advanced home automation solutions. Meanwhile, the Southern U.S. is seeing the fastest growth, attributed to a surge in home automation adoption driven by the increasing availability of affordable smart devices, greater awareness of energy efficiency, and an improving real estate market.

Key Market Players

Major players in the U.S. home automation services market include ADT, Ring, Vivint, Google (Nest), Amazon (Alexa), and Apple (HomeKit), who are continually advancing the market with new products and integrated solutions. These companies are focused on expanding their portfolios and enhancing their smart home offerings through innovations such as AI-driven home automation systems and voice-controlled interfaces, which significantly enhance user experiences.

The competitive landscape is also seeing the rise of smaller, innovative players that specialize in specific solutions such as smart lighting, climate control, and health monitoring, creating a dynamic and rapidly evolving market. The presence of both large technology giants and emerging startups ensures that consumers have a wide range of solutions to choose from, fostering further market growth.

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Surface Computing Market is Led by North America

The surface computing market was USD 61.2 billion in 2023, and it will rise to USD 505.5 billion, powering at a 35.3% compound annual growth rate, by 2030.

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This growth is mainly because of the surging use of natural user interfaces for interacting with users. Additionally, surface computers have multi-touch as well as multiuser technologies, which assist in the identification of various objects physically with the help of touch. 

Moreover, they are employed for different applications, such as revolving, resizing, choosing, and moving, allowing the identification of objects in real-time.

The curved category, on the basis of display type, is likely to advance at a higher rate, of 35.6%, in the years to come. This can be because these devices have developed visual quality, enhanced efficiency, and reduced eye strain.

North America is the largest contributor to the industry, and it will remain the largest, generating USD 33.6 billion, by 2030. This can be mainly because of the increasing disposable salary as well as the existence of major companies.

APAC is likely to advance at the highest rate, of 35.8%, during this decade. This is because of the rising acceptance of innovative and new technologies, the growing need of customers for more immersive experiences in the digital world, and high funding by several tech giants in this region. 

With the increasing acceptance of natural user interfaces for interacting with users, the surface computing industry will continuously advance in the coming years.

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