Health influencers drive real behavior, but trust rests with doctors and patients. As creators gain reach, healthcare marketers must harness influence while protecting credibility, safety, and compliance in a high-risk category.

OTT video is reshaping how adults spend their media time. Subscription streaming, free ad-supported channels, and long-form YouTube content on CTV are pulling attention away from traditional TV—and expanding total viewing in the process.

Teens live on their phones, bouncing between short-form video, gaming, shopping, and AI. As social feeds become storefronts and AI doubles as a tool and companion, brands must rethink how they earn attention—and trust—in teen digital life.

This report explores how newcomers and multigeneration Canadians of Chinese, Filipino, and South Asian descent differ from total Canada in streaming, social media, audio, and ad engagement.

Asia-Pacific is the engine driving global digital video consumption, but growth is diverging. Mobile-first markets are scaling fast, while mature markets lean on connected TV (CTV) and subscriptions, forcing brands to rethink reach, engagement, and monetization.

Media habits keep evolving as digital gains ground faster than traditional declines. Video is absorbing more attention, screens are doing more of the work, and the central battle is for a share of limited consumer time.

Streaming video growth is shifting. Price hikes are slowing subscription revenue gains while ad-supported tiers take on a bigger role. Services must balance consumer fatigue with funding content and unlocking new ad revenues.

Latin America’s video market is hitting peak penetration as streaming dominates media time. Mobile-first behaviors, platform concentration, and the popularity of short-form video are reshaping media consumption habits.

Gen Alpha’s digital world is built around YouTube, gaming, and creator-led content. This report examines how early immersion, platform controls, and shifting norms are reshaping engagement as the cohort approaches adolescence.

A major streaming asset sale could reshape the CTV ad market. Bundling would concentrate demand and lift CPMs, while a no-deal would keep fragmentation high. Either way, platform fortunes will diverge.

YouTube is pulling close on reach, but traditional TV still delivers stronger engagement. As viewing shifts across screens, marketers face a growing tradeoff between scale and attention, and they must rethink how YouTube and TV fit together in video plans.

From facilitating discovery to purchase, content creators play different roles for each generation. This report explores how platform choice, content formats, and trust in creators vary by age and what marketers and retailers can do.

YouTube reaches more people than any other media platform in history. But saturation, slower growth, and rising competition are reshaping its future.

Digital video viewing has become the norm, though adoption varies across countries and age groups. Uneven engagement and shifting viewing patterns are reshaping how audiences watch and how budgets follow.

Subscription streaming has reached mainstream status globally. Growth now hinges on harder-to-reach, price-sensitive markets where uncertain demand and uneven access create new hurdles—and fresh opportunities—for platforms chasing their next wave of viewers.

Major shifts from aging cohorts to rising media time and uneven AI adoption set the stage for another unpredictable year. Here are five charts to help your business understand these changes and kick-start the new year.

From Gen Alpha’s social video boom to millennials’ tech anxieties and boomers’ ecommerce power, this report spotlights the generational forces that will drive consumer behavior in 2026.

Creator marketing will scale in 2026 as brands chase measurable outcomes. At the same time, pressures from AI, shifting platform incentives, and rising automation will reshape how creators earn and grow.

YouTube’s vast, diverse user base makes it the most widely adopted digital platform in the US. But engagement varies meaningfully across age, race and ethnicity, and gender. This report breaks down who is watching and how usage differs across demographic groups.

This report presents five of the most intriguing and/or under-the-radar forecasts for 2026 that businesses should be aware of, as compiled by our forecasting team.

Digital ad spending remains resilient although economic signals are wobbly. AI-driven optimization, richer first-party data, and surging digital video will keep growth strong even as search shifts and traditional budgets fade.

Fragmented habits define the sports consumer in Canada, where fans juggle platforms, formats, and betting styles. Engagement is high, but attention and spending are spread widely—forcing marketers to compete for moments rather than dominance.

Streaming’s new reality is testing viewers as rising prices, heavier ad loads, and uneven experiences push them to reassess what they keep. Value, tolerance, and convenience now drive the fight for attention.

AI-assisted shopping and advertising will surge as the Gulf states support innovation, but a creator content boom will cause tensions around censorship.

Generational habits are diverging as younger audiences move deeper into video-first behaviors while older groups scale back. These shifts are reshaping where marketers can gain attention and how they compete for it.