Youth Landscape and opportunities for IG

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Case 4:22-md-03047-YGR Document 3029-31 Filed 05/08/26 Page 1 of 9 Exhibit 163 Case 4:22-md-03047-YGR Document 3029-31 Filed 05/08/26 Page 2 of 9 Youth Landscape and opportunities for IG July 2021 CONSUMER PRODUCT STRATEGY & INSIGHTS fburl.com/cpsi f HIGHLY CONFIDENTIAL (COMPETITOR) CONFIDENTIAL FACEBOOK Internal Use Only META3047MDL_RVOL003 ΜΕΤΑ3047MDL-003-00016725 Case 4:22-md-03047-YGR Document 3029-31 Filed 05/08/26 Page 3 of 9 Youth device primacy correlates with age, tablets being the primary device at an early age and later replaced by mobile Ownership of Devices by Kids Across Age Groups, US Only (% of Children Interviewed¹) Trend I across I age groups 56% 47% 42% 42% 43% 39% 39% 32% 33% 55% 74% 42% 32% 30% 22% 16% 11% 9% Ages 6-9 Ages 10-12 Ages 13-14 1. Tablet is the primary device for kids 6-9, but the usage and ownership decreases as kids age up 2. All other devices increase in ownership, especially mobile devices, growing rapidly to become the dominant primary device by ages 13-14 3. 8% 6% 4% Tablet TV Game Console Mobile Computer / Laptop Smart Speakers Smart Screen Source: Consumer Product Strategy Analysis, Dubit Report 2018 However, the survey is US centric and countries such as India may have less tablets and thus may leapfrog to mobile directly Note: Confidential, Internal Use Only; Data used does not define a particular market and named companies do not signify a complete list of participants in any market. 1 Parents were directly interviewed 9 FACEBOOK CPSI HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL_RVOL003 META3047MDL-003-00016733 Case 4:22-md-03047-YGR Document 3029-31 Filed 05/08/26 Page 4 of 9 Content genre preference also evolves with age bands, with Humor as a primary genre initially while others are being explored Preferred Entertainment Genres by Kids Across Age Groups, US Only lasting popularity across ages Trend across age groups 70% 68% 66% Music has a visible uptick during tween/teen 51% 53% 52% 48% 48% 49% 48% 40% 46% Ages 2-4 Ages 5-7 Ages 8-10 Ages 11-15 • Humor is a primary genre since early ages and plateaus around pre-tween to tween years • Most other content categories grow in consumption over time, signifying kids starting to venture out and explore variety over time 39% 37% 35% 35% 34% 31% 28% 29% 27% 32% 28% 26% 26% 25% 26% 21% 22% 19% 19% 17% 15% 16% 15% 12% 8% 12% 11% 7% 8% 4% 7% 4% 5% 3% 5% 2% Humor Action / Adv Animals Music Sci-Fi Scary Science Sports Crime / Lifestyle Cultures Mystery Soap Source: Consumer Product Strategy Analysis, Dubit Report 2018 Note: Confidential, Internal Use Only; Data used does not define a particular market and named companies do not signify a complete list of participants in any market. 1 Parents were directly interviewed HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL_RVOL003 10 FACEBOOK CPSI META3047MDL-003-00016734 Case 4:22-md-03047-YGR Document 3029-31 Filed 05/08/26 Page 5 of 9 2/ Youth Needs Framework HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL_RVOL003 FACEBOOK CPSI META3047MDL-003-00016735 Case 4:22-md-03047-YGR Document 3029-31 Filed 05/08/26 Page 6 of 9 Youth lives are very different at various stages; as they learn more of the world, their digital exposure and consumption also grow Redacted for PII Redacted for PII Redacted for PII Redacted for PII Ages 0 - 4: Passive & Limited • • Highly influenced by parents TV is the most and almost only accessible device Primarily playing with traditional toys Limited by physical capabilities Ages 5-7: First Contacts Ages 8-10: Phasing out Kids • First concept of self preferences First introduction to tablets Starting to learn about emerging technologies (ie. ARVR, Al, etc) • Main users of tablets; no longer child versions • Play is still majority of time spent Kid-related passive consumption is at peak here and ready to be plateaued and phased out • • • Ages 11 - 14: Phasing in Teens Start to seek whole new categories and experiences to consume Attempt to exert control over own lives and their own identities Aspire to be teens and act like them Switch to smartphones from tablets Source: Consumer Product Strategy Analysis, Dubit Report 2018 Note: Confidential, Internal Use Only; Data used does not define a particular market and named companies do not signify a complete list of participants in any market. HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL_RVOL003 12 FACEBOOK CPSI META3047MDL-003-00016736 Case 4:22-md-03047-YGR Document 3029-31 Filed 05/08/26 Page 7 of 9 Youth needs first grow in consumption then expand in breadth ages 8-10; needs evolve from 3 common themes to 4 Illustrative Ages 0 - 4 High Ages 5-7 Explore Play Togetherness Ages 8 - 10 Ages 11 - 15 Creativity / Expression Entertainment / Interest Play / Competition Social + Connectedness Consumption Time & Amount From age 0 to 4, and 5 to 7, it's all about increasing consumption amount of the basic needs and genres that kids were initially introduced to 2-3 core basic needs / genres Source: Consumer Product Strategy Analysis Age As kids approach 8-10, the passive consumption amount of basic categories plateaus and very slowly tapers down Other more refined needs / genres Note: Confidential, Internal Use Only; Data used does not define a particular market and named companies do not signify a complete list of participants in any market. HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL_RVOL003 As basic needs and genres plateau, tweens start exploring various more complex and refined needs and genres 13 FACEBOOK CPSI META3047MDL-003-00016737 Case 4:22-md-03047-YGR Document 3029-31 Filed 05/08/26 Page 8 of 9 App usage evolves, social and messaging apps rise in popularity as kids age up while video has evergreen popularity Kids Usage of Apps by Age Groups and Categories, US Only 83% 84% 82% 65% 70% 64% 53% 49% 46% 44% 44% 35% Watch / Passive Consumption 53% 51% 50% 44% 43% 41% 38% 39% 33% 34% 34% 32% 31% 32% 27% 29% 29% 30% 29% 29% 25% 25% 27% 25% 28% 22% 22% 19% 19% 18% 15% • 13% 12% Play FB Social G SMS Messaging • Videos are the first to be introduced and capture usage of kids, and continue to be the top category Depending on the product design, some plays are more attractive among • earlier ages Social is a category that was not as relevant in earlier ages, but increasingly gains popularity Messaging also gains CHILD_USAGE. [Based to total] Which of these apps have your children used in the last month (i.e. the last 30 days or so)? Source: Consumer Product Strategy Analysis, Dubit Report 2018 n=6,561 parents of kids aged 6-14 who use tablets or smartphones Note: Confidential, Internal Use Only; Data used does not define a particular market and named companies do not signify a complete list of participants in any market. 1 Parents were directly interviewed HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL_RVOL003 popularity over time 17 FACEBOOK CPSI ΜΕΤΑ3047MDL-003-00016741 Case 4:22-md-03047-YGR Document 3029-31 Filed 05/08/26 Page 9 of 9 Examples of Investments - 1 of 2 1 Touchpoints Leveraging IG: Help Kids Build Up to Social with Adjusted IG Features a) Content Relevant to Youth b) Segregated Age Experience c) Relevant Expressions Barbie 10.5M subscribers 2,226 vi Welcome to the official Barb content, products, ... • Onboard brands such as Barbie, Paw's Control, BabyBus, and Toca Boca onto IG Tweens (most tween appropriate brands are not currently on IG) Invest in youth relevant content by specific age bands (e.g. Onboard Youtube creators of UGC children's shows, partner with kids content brands/publishers) Redacted for PII Billie Eilish stickers • Ages <5: Reels or IGTV for kids. Social is a passive social experience to kids at this stage. They are interested in learning about their friends but not active in engagement and creation Ages 5-7: Reels, Feeds, Profile, and Explore. Older pre-tweens are starting to have some preferences and desire to create. Surfaces that allow creation and consumption of others' creation can be introduced with appropriate content Ages 8-12: More private sharing. As tweens age with growing need of socialization, DM and Stories functions can also be introduced, focusing on close friends, unique expression, shared close friends experience Culturally relevant stickers, gifs, and camera effects Esp for tweens: Creative and intuitive tools to teach kids how to edit photos, and create art, stickers, and effects; kids can also be developers Source: Consumer Product Strategy Analysis Note: Confidential, Internal Use Only; Data used does not define a particular market and named companies do not signify a complete list of participants in any market. HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL_RVOL003 26 FACEBOOK CPSI ΜΕΤΑ3047MDL-003-00016750