In this week’s Week in Charts, Sky and ITV to take 44 percent market share, FAST viewing varies across markets, and AI use in creative measurement is lagging.
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Charts of the Week
Documentaries and Sport Account for 30 Percent of FAST Viewing in EMEA
Entertainment and news content makes up more than two-thirds of global FAST viewing, according to Amagi, though the research found variation between markets. In EMEA for example, entertainment and news account for less than half of viewing, with documentaries and sports taking more than 30 percent of total hours viewed. Meanwhile in LATAM, entertainment takes the lion’s share of viewing hours, while in APAC music content accounts for 11 percent.
AI Use in Creative Measurement is “Lagging” Finds Gain Theory Survey
While AI is increasingly used in creative production, the use of the tech for creative measurement is lagging, according to a Gain Theory survey of global marketing leaders, with 43 percent saying they do not use AI to measure creative. “All marketers need to pay greater attention to evaluating what creative impact has on business outcomes,” the company said in the report.
16-34 Year-Olds Spend an Average Two and a Half Hours on Social Media Per Day
UK adults spend an average one hour and 34 minutes per day on social media, according to the latest IPA TouchPoints data, with 16-34 year-olds spending an average two hours and 31 minutes. Despite this high usage, the research also found that 78.7 percent of all adults are concerned about the amount of misinformation on social media. “We all have our various reasons for going on social media, but what is interesting from this data is that, in spite of our concerns about it serving up misinformation – we still choose to engage with it,” said Dan Flynn, Director of Media Research, IPA. “This truly demonstrates the hold and power it has over us.”
US Consumers Turn to Streaming Services for Convenience, Price, and Variety of Content
While US consumers prefer cable/satellite TV over streaming services for the availability of live sports and news, streaming services win out on convenience, price, and variety of content, according to a survey from Epsilon. The research also found that when it comes to the quality of content, 66 percent of respondents prefer streaming services.
The Week in Stocks
Agencies
S4 Capital’s share price jumped more than 12 percent last week, and has climbed over 50 percent in the last six months.
TV
Shares in Fox recovered slightly after falling 24 percent upon the announcement that the US broadcaster would acquire Roku for $22 billion. The bump occurred after Wolfe Research analyst Peter Supino upgraded Fox stock, noting that the deal “strengthens both competitively and should double Fox’s long-term sales growth rate.”
Publishers
Thomson Reuters’ rise continues amid US business interest in its AI-driven legal tools.
Ad Tech
Criteo’s stock price jumped on reports that the French ad tech firm has been approached with a takeover offer from Vista Equity Partners and Quinti Capital.
Tech
Apple stock saw four straight days of growth following reports that the tech giant plans to launch at least five new iPhone models between the second half of this year and the first half of 2027.
