In this week’s Week in Charts: Mubi gets $100 million investment, music videos are most popular YouTube content, and tariffs disrupt investment plans.
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Music Videos Are Most Popular YouTube Content
Music and music videos are the most popular types of content on YouTube, according to global consumer data from Ampere Analysis, with 56 percent of users reporting to have watched music content in the past month. The research also suggests that documentaries and films/TV shows are now among the top five most popular content types on YouTube.
“YouTube has come a long way since its early days of short, low-quality, user-generated pranks, memes and vlogs,” said Daniel Monaghan, Senior Research Manager at Ampere. “Those types of content are still extremely popular, but we now see more full-length TV shows and movies uploaded from the leading studios, producers, and broadcasters. On one hand, this risks cannibalising some owned-and-operated audiences. On the other hand, the sheer scale and reach of YouTube mean the benefits of extending the addressable audience cannot be ignored, while also opening up new revenue streams via ad-share agreements with the platform.”
UK, Germany and France Make Up 60 Percent of European Digital Ad Market
The UK, Germany and France accounted for 60 percent of Europe’s total digital ad market in 2024, according to IAB Europe’s latest AdEx Benchmark report. Turkey also entered the top five last year, with its digital ad spend rising from €2.395 billion in 2021 up to €6.444 billion in 2024.
Tariff Pressures Put the Brakes on CEO Investment Strategies
More than half of global CEOs have delayed a planned investment as a result of trade policies and tariff pressures, according to a new survey from EY-Parthenon. The research found that 25 percent of European CEOs have stopped a planned investment, 43 percent of American CEOs have relocated operational assets to a different market, and 24 percent of Asia-Pacific CEOs have exited a geographic market entirely.
Brazil Becomes Netflix’s Second-Largest Market
Brazil now ranks as Netflix’s second-largest market with 20.56 million subscribers, according to figures from Omdia, behind the US at 80.65 million, and ahead of the UK at 17.74 million. “What’s particularly impressive is how Brazilian viewers are adopting both premium subscription services and ad-supported models simultaneously, creating a diverse and thriving digital entertainment landscape that content providers simply cannot ignore,” said Maria Rua Aguete, Senior Research Director, Media and Entertainment at Omdia.
The Week in Stocks
Agencies
Stagwell stock has taken a double-digit fall over the past week, reaching a 52-week low on Friday.
TV
Warner Bros. Discovery’s stock price posted a double-digit gain last week, and has climbed 17 percent over the past month.
Publishers
Future’s share price saw another slight decline last week, and has slid almost 30 percent over the past six months.
Ad Tech
Shares in Nexxen jumped almost 10 percent after announcing an extension of its long-term partnership with VIDAA, granting the ad tech firm exclusive global access to the TV company’s automatic content recognition (ACR) data.
Tech
The tech sector rallied on Thursday following a strong earnings report from AI chipmaker Nvidia.
