In this week’s Week in Charts: OpenAI brushes off Meta’s recruitment drive, Amazon Prime Video increases ad load, and long-form content dominates YouTube viewing.
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Long-Form Content Grows Share of YouTube Watch-Time
Long-form content (20+ minutes) accounted for 57 percent of total global watch-time on YouTube during the first five months of 2025, according to new research from Tubular Labs. But despite their shorter duration, short-form videos of 0-60 seconds made up 14 percent of watch-time, and also represented 57 percent of the videos uploaded.
Global Marketers Lean on Real-Time Customer Signals
Global marketers are increasingly leaning on real-time digital signals to derive marketing strategies from customer data, according to a new survey from EMARKETER and Acoustic. Respondents cited website engagement metrics, behavioural/intent signals and purchase history among the most effective types of customer data for driving marketing decisions, with less reliance on digital customer feedback and in-store interactions.
“Leveraging web analytics and behavioural data is crucial for marketers to segment audiences and optimise campaigns in real time,” said Blake Droesch, Senior Analyst at EMARKETER. “Not only can they maximise performance by reacting to audience engagement, marketers can spend more effectively and improve ROI.”
Streaming Outpaces Broadcast and Cable for First Time in US
Streaming overtook broadcast and cable viewing in the US for the first time last month, according to Nielsen’s The Gauge report. Streaming represented 44.8 percent of TV viewership in May, while broadcast and cable took a combined 44.2 percent share. Among the streaming services, YouTube maintained its lead with 12.5 percent of total TV viewing, followed by Netflix (7.5 percent), Disney+/Hulu (5 percent) and Amazon Prime Video (3.5 percent).
US Tech Giants Pay “Relatively Low” Taxes Compared to European Broadcasters
US-based media and tech companies pay less tax as a proportion of their income than European broadcasters, according to ad consultancy Madison and Wall. Over the past six years, Meta paid 16 percent of its cumulative pre-tax net income in taxes, while Netflix paid 15 percent. By contrast, Luxembourg-based RTL’s tax rate was 26 percent, and France’s TF1 was 28 percent.
“Historically the world’s largest digital media companies directed many revenue generating activities to low-tax countries such as Ireland or otherwise would look to assign cost-driving activities to geographies with relatively high tax levels in order to reduce overall tax burdens,” said the consultancy. “While we wouldn’t claim this is a comprehensive analysis of global tax burdens traditional media companies incur, it seems safe to say that the US-based giants generally incur cash tax rates that can be characterised as relatively low, if still above the 15 percent threshold that the OECD intended with their targeted global minimum tax rate.”
The Week in Stocks
Agencies
WPP shares took another hit last week as the agency holding group contends with restructuring efforts and major client losses.
TV
RTL’s share price shot up on Friday after the European media company announced a deal to buy Sky Deutschland from Comcast.
Publishers
Ströer’s stock price rose 5 percent last week, but has fallen by 20 percent over the past year.
Ad Tech
Magnite stock hit a 52-week high on Monday after investment firm Rosenblatt raised its price target for the supply-side platform (SSP), citing potential benefits from the antitrust ruling against Google’s ad tech monopolies.
Tech
Nvidia shook off investor concerns over Chinese export controls last week, overtaking Microsoft in market cap and regaining its position as the world’s most valuable company.
