In this week’s Week in Charts, free streaming services offset declines in streaming film releases, Netflix leans on GenAI, and in-housing remains strong.
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New Zealand Has Highest Streaming Levels as Share of Nation’s Total TV Time
Streaming accounts for 50.4 percent of total TV time on average globally, according to research from GWI and We Are Social, with the highest proportions recorded in New Zealand (66.8 percent), Philippines (65.4 percent) and Mexico (65.3 percent). At the lower end of the scale, streaming makes up just 33.1 percent of total TV time in Morocco.
Free Streaming Services Offset Declines in Streaming Film Releases
The number of major theatrical and streaming film releases in the first half of the year has declined since 2024, according to data from Luminate, though H1 2026 has seen more streaming releases than H1 2025. The report notes that “shrinking SVOD releases are being offset by growing slates at Tubi and other free streamers,” adding that “a true breakout moment for an original free streaming film is likely not far off.”
In-Housing is Still Going Strong Finds ANA Survey
More than two-thirds (35 percent) of US advertisers surveyed by the Association of National Advertisers (ANA) say marketers are in-housing more than ever, with just seven percent saying marketers are pulling back from in-housing. The report suggested that in-house agencies that shut their doors in 2025 (such as Keurig Dr Pepper’s Liquid Sunshine) “reflected individual business decisions, not a reversal of a movement that has been building for two decades.”
TV’s Creative Asset Variation Trails Social Media (but Not by Much)
Research from Forrester and Smartly has found high levels of creative variation in social media campaigns, where 57 percent of respondents say they run at least six creative asset variations per campaign. But the survey also found relatively high levels of variation in linear TV and CTV, with 42 percent and 46 percent respectively saying they run at least six creative variations.
The Week in Stocks
Agencies
S4’s Capital share price jumped after the digital advertising and marketing group brought forward the release of its interim results to 5th August from the previously scheduled 11th August.
TV
Shares in Paramount Skydance took another hit after the media company agreed to pause its acquisition of Warner Bros. Discovery amid ongoing legal challenges in the US.
Publishers
Reach’s stock price plummeted following the UK publisher’s half-year earnings update, reporting that revenues declined by nine percent YoY.
Ad Tech
Teads withstood a wider decline in ad tech stocks last week, and its share price has climbed by 20 percent over the past six months.
Tech
Meta stock has fallen for eight days straight ahead of tomorrow’s Q2 earnings update.
