Regulatory crackdowns and trade barriers threaten growth—but its consumer appeal remains strong.

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

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.

Cost, not brand, fuels genAI growth in emerging markets—marketers must rethink influence channels.

Global ad spending has steadied after a turbulent year, setting the stage for modest acceleration in 2026. Digital is still the main engine, but traditional media’s rebound will add lift as markets stabilize.

In Central and Eastern Europe, streaming trails TV as desktops and smart TVs shape habits. Social media is a daily habit, while spending on creators lags. This report shows how these patterns recalibrate media mixes, from radio-heavy markets to fast-growing CTV.