In this week’s Week in Charts: Walmart ends exclusivity with The Trade Desk, streaming companies order fewer Originals, and marketers plan to increase CTV and social spend.
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Streaming Companies Are Ordering Fewer Originals
The volume of original scripted TV shows commissioned by global streaming companies fell by 24 percent YoY in H1 2025, according to research from Ampere Analysis. While commissioning by the streaming services held steady in North America, the number of shows ordered in Western Europe and Asia Pacific was almost half that of H1 2024. Latin America defied the global trend however, with orders up 17 percent over last year.
“Primarily, the move reflects the streamers’ ongoing strategic shift in their business models post the era of ‘peak TV’,” said Cyrine Amor, Research Manager at Ampere Analysis. “This is marked by reduced investments in Originals, a more cautious approach to commissioning decisions, and a heavier reliance on licensing in their content strategies. The uncertain economic climate and the prospect of taxation on international productions have further exacerbated these trends.”
Marketers Plan to Increase Investment in CTV and Social
More than half of global marketers plan to increase their investment in CTV, social, and digital display/video channels, according to a survey from ad tech business Mediaocean. The respondents were less bullish on search and retail media, with 50 and 53 percent respectively saying they will maintain their current level of investment, while 29 percent of marketers expect to decrease their national TV spend.
Younger Users Want Product Discovery in Search Results
A US survey from WARC and TikTok explores the differing priorities between generations when choosing where to search online. According to the research, older users look for more trustworthy information, alongside faster and more relevant results. While these are also priorities for younger consumers (albeit to a lesser extent), Gen Z and Millennial users are more interested in product discovery, video-based results and recommendations from influencers than the older generations.
Apple TV+ Subscribers More Willing to Share Personal Information for Personalised Ads
Apple TV+ (with ads) subscribers are 42 percent more likely than the UK average to not mind sharing personal data in return for personalised TV ads, according to a new survey from Kantar Media TGI. Ad-supported subscribers on Disney+ are 29 percent more willing than average to share personal data for personalised ads, while Prime Video customers are 13 percent more willing. But Netflix subscribers on the ads plan are closer to the UK average; the results suggest they are 1 percent less likely to want to share personal information for personalised ads.
The Week in Stocks
Agencies
Dentsu shares fell more than 10 percent on Friday after the Japanese agency group announced plans to lay off 8 percent of its global workforce.
TV
Shares in Paramount Skydance jumped more than 30 percent on Wednesday, with analysts crediting the bump as a “meme stock” phenomenon rather than a reflection of any change in the newly merged company’s financial outlook.
Publishers
Ströer’s stock price dropped by 9 percent after the German display and OOH business posted quarterly losses in its Q2 earnings on Friday.
Ad Tech
Viant and PubMatic both saw their share price plummet last week after the ad tech firms issued weak guidance for Q3, with Viant’s stock price hitting a 52-week low on Friday.
Tech
Adobe’s share price recovered slightly after hitting a 52-week low last week, as investors remain concerned about increasing competition in the AI space.
