TV networks rely on Netflix for distribution: A deal between Netflix and French broadcaster TF1 is a clear sign of how video power dynamics have shifted.
The news: Amazon will bring inventory from Roku to its demand-side platform (DSP), the two announced at Cannes Lions, starting in Q4 2025.
Our take: Amazon鈥檚 Roku partnership is a well-timed announcement to convince advertisers to stick with their CTV ecosystems even amid tightening budgets.
Total media time is decreasing in all three countries. The decline is slightly less pronounced in France and Germany, where relatively strong traditional media usage and steady growth in digital time help balance the drop.
Social users around the world engage with and make purchase decisions from creator content in similar ways. Localizing creator strategies is key, but marketers can apply the same best practices across many geographies.