Advertising is in a structural shift due to AI and the video boom. AI tools are growing the reach and capabilities of smaller advertisers, fuelling robust demand. 

WPP must challenge Publicis’s dominance in 2026 and show it is positioned to benefit from AI even as Omnicom and IPG combine to create a new global behemoth.

Amazon is taking the fight to adtech by strengthening its connected TV and retail media positions. Adtech is building partnerships and becoming more end-to-end in response.

Netflix revenue grew 17% YoY in Q3, although operating income was well below expectations (-10%), hit by a $619 million tax expense in Brazil. Once again improvement in advertising revenues was noted but without any substantial detail.

UK advertising tier growth is primarily being driven by movement from more expensive ad-free tiers. This has challenged ARPU: advertising revenue does not appear to be balancing the loss from subscriptions.

With ownership of Warner Bros. Discovery likely to change, management did not specifically rule out M&A. However, it is not clear whether Netflix would be best served by the IP such a purchase would provide.

BT’s recent protests against the very high “government-inflicted” costs in the UK versus other countries likely relate to business rates, which are already sky-high by European standards and set to rise further.

The business rates reform has some worthy aims in providing some permanent relief for shops and pubs, but at the expense of discouraging much-needed investment in utilities and telecoms by dramatically inflating the cost.

Telecoms business rates also discourage investment by being hard-to-predict, and are distortive between competitors with dramatic differences in unit costs, with these issues partially addressable through valuation reform.

Disney+’s content deals with FTA operators in the UK, Germany and Spain have been characterised by the company as a lever to boost engagement from its older audiences but also younger viewers increasingly disconnected from broadcasters

Greater volumes of proven local programming on Disney+ can only be helpful—the divergent viewing tastes of Germany and Spain are case studies in the regional specificities of content demand

Further, a greater variety of content and release patterns will challenge current Disney+ viewing behaviours and could create greater urgency around usage

At the International Broadcasting Convention (IBC) 2025, vendors and broadcasters showcased plenty of incremental improvements to production using AI—but the show also previewed significant future disruption to traditional production methods.

Distribution is a focus for innovation: Formula 1 demonstrates a compelling personalised product and delivery that takes superfans beyond what can be offered in a single broadcast.

Broadcasters are adapting to a rapidly changing technical landscape at a time of increased pressure on audience trust and the geopolitical climate.

The PSBs’ ability to fulfil their public service objectives is becoming compromised by declining TV audiences, mainly due to the rise of online platforms and the decline in funding levels.

Part of the solution lies in collaboration between the PSBs themselves, potentially through shared tech stacks across players.

Collaboration with third-party online platforms is also required. The Media Act is introducing prominence requirements for connected TVs, but extending this regulatory regime to video-sharing and AI platforms needs much more developed thought to clearly articulate its aims and begin to iron out its practical challenges.

Although original programming is now cutting through—a validation of expansion in output—licensed content remains the backbone of Prime Video’s offering, c.80% of all viewing since March 2024.

Viewership of UK originals fluctuates significantly with reliance on standout titles, whereas US content, including high-volume dramas, maintains a steady audience.

Football coverage has been a draw for viewers: the Premier League, now lost, brought in older, male audiences. After an underwhelming initial phase of the last Champions League, Prime Video’s top pick of fixtures proved beneficial in the knockout round.

Broadband market revenue dipped back into negative territory in Q2, due to pricing pressure on both existing and new customers.

CityFibre’s capital raise puts it in pole position for altnet consolidation, while TalkTalk’s will enable it to compete much more effectively in the retail space.

Fierce competition is likely to continue unless and until retail altnets do the rational thing and consolidate into a wholesale model.

Italy’s MediaForEurope (MFE) is set to become the majority shareholder of Germany’s ProSiebenSat.1 (P7S1) and the largest FTA broadcaster in Europe.

In a consolidating German market, P7S1 had no alternative credible option than to accept the (increased) MFE offer.

MFE believes that its new leadership position in European broadcasting will allow it to challenge platforms such as YouTube for regional advertising budgets.

Revenue growth in mature markets is now price-driven and therefore lumpier. While the US leans on bundling, European scale requires wholesale distribution with pay-TV incumbents. Fledgling streamer to streamer/PSB deals are more of a distribution nudge than a step towards the US model.

Profit momentum is real but fragile: H2 content/sports ramps will test margins; the Versant/Discovery Global carve-outs are about protecting multiples while ring-fencing legacy decline.

Engagement is the key battleground: live sport is increasingly important although streamers remain reticent on rights spending. While sport boosts acquisition and ad reach, ROI hinges on price discipline and shoulder programming. Europe remains a tougher nut to crack.