European Online Advertising
This report addresses four principal questions:
Recent reports
The United States’ America First policy rebalances the terms of trade with allies and the UK aims to secure an exemption to restore the status quo ante on tariffs
The UK is offering a deal to the United States on digital services sold in the UK that seems easier than a deal on US food products that do not meet UK regulations
The UK will have to give on the Digital Services Tax (DST) of 2% on “digital services revenues” (applied to Amazon, Apple, eBay, Meta, and Google) and soften the regulations and enforcement of Acts of Parliament
Netflix Q1 2025: Visibility declines, UK shows soar
22 April 2025Netflix beat its own Q1 revenue and profit forecasts but an uneven outlook means that its previous 2025 projections (12-14% revenue growth with a 29% margin) remain relevant. The end of reporting of subscription numbers and ARPU means that there is less visibility on the success of advertising and its regions
UK programming is now the most efficient original content on Netflix—with a tough outlook for production, this is validation of the quality of the product produced in this country
The call for a streaming levy was badly timed with little interrogation of any consequences. Further, it fails to directly address a major problem: the declining consumption of British programming
In the year following its IPO, Reddit has defied our expectations, reporting five straight quarters of positive adjusted operating income and strong growth.
Profitability stems from disciplined cost management alongside exceptional user growth, with a focus on advertising performance and limited distractions.
The platform's human-generated conversations are proving valuable in the AI era, but AI strength could become a vulnerability if synthetic content overwhelms authentic discussion.