Australia鈥檚 digital landscape is evolving fast, driven by shifting consumer behaviors, increasing ecommerce adoption, and changing media habits. Recent data reveals trends shaping digital spending, retail sales, and more.
Zooming out: While social network ad spend is growing, that growth is slowing, per our forecast鈥攁nd there are a few factors behind this trend. User trust in social platforms is declining consistently. Consumers don鈥檛 trust that these platforms prioritize their mental health or keep their personal data secure. And brands are losing confidence in social platforms that have traditionally driven revenues.
The news:** Amazon has quietly doubled the ad load on Prime Video, now serving 4 to 6 minutes of ads per hour鈥攗p from 2 to 3.5鈥攑lacing it alongside Hulu and Paramount+ in volume. This aligns with Amazon鈥檚 effort to scale its connected TV inventory and offers buyers greater reach.
Our take: The added ad time could shift Prime Video鈥檚 role in media planning, attracting performance-focused advertisers if CPMs soften, or reinforcing a premium stance if PMP rates hold. Weekly user engagement remains high, making the platform a reliable environment for consistent exposure. Amazon is quietly positioning Prime Video as a leading CTV ad player.