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But the era of fast growth for digital pay TV is already ending, and its market share is nowhere close to where traditional pay TV used to be. Linear pay TV鈥檚 slide into niche status has officially begun. Prediction. Digital pay TV will confront the same pricing issues faced by traditional pay TV, muddying its future.

Digital eclipsed traditional pay TV among live sports viewers in 2023. As that lead grows, the growth of women鈥檚 sports and betting apps provides marketers with opportunities to reach new audiences.

Gen Zers are driving growth in both emerging and traditional payment methods as they embrace cards, BNPL, and digital wallets. Payment providers must now align their offerings with Gen Z鈥檚 preferences as the cohort鈥檚 spending power grows.

Healthcare companies slashed marketing budgets in 2024: This points to lower spending, but also more efficiency as companies move from traditional expensive TV plans to more targeted TV, digital, and social media.

Brands are shifting away from traditional influencer marketing to tap into the power of everyday consumers sharing authentic content about products they genuinely use and love.

The beauty industry is shifting its approach to aging consumers, moving beyond traditional anti-aging messaging to embrace more inclusive, health-focused approaches. "Ageism is the only 'ism' that every person can experience. Aging is a universal experience," said Jacynth Bassett, founder and CEO of Ageism Is Never In Style, on a recent "Behind the Numbers" podcast.

As streaming subscription prices increase, viewers are becoming more amendable to ad-supported tiers.

The majority鈥�56%鈥攐f 16- to 24-year olds turn to Google Search, YouTube, or Gemini first when researching products online, up 4 percentage points from a year ago, per Morgan Stanley Research. That compares with just 10% who visit Amazon first, and 12% who start their searches on TikTok.

The news: China鈥檚 coffee giants are making their way to the US in the hopes of unlocking a lucrative market to offset pressures back home. Our take: Luckin鈥檚 and Cotti鈥檚 US launches are a problem for Starbucks, which is already struggling to compete with the companies in China and having a hard time winning over customers at home. Unfortunately for Starbucks, many of the moves it鈥檚 making鈥攕treamlining its menu, enhancing the in-store experience, leaning into premiumization鈥攔un counter to consumers鈥� current desire for variety, convenience, and value. That has created an opening for chains like Dutch Bros (and now Luckin and Cotti), which are better positioned to capitalize on emerging trends in the coffee space and can undercut Starbucks on price.

The insight: Clothing rental services are in the midst of a resurgence. Rent the Runway ended Q1 with a record number of subscribers, while Urban Outfitters-owned Nuuly added 40,000 members in the quarter alone. Our take: It鈥檚 taken time for companies to prove that the clothing subscription model can be sustainable. While Nuuly was the first to reach profitability, Rent the Runway鈥檚 rebound shows that there is an appetite for rental services that can deliver high-quality products at an affordable price point, as well as capitalize on consumers鈥� desire for newness.

The news: OpenAI is discounting enterprise ChatGPT subscriptions鈥攂ut only if customers agree to buy more AI products. Microsoft is unhappy, as it rarely offers discounts for its competing services aimed at enterprise users, per The Information. Key takeaway: Business leaders should anticipate potential shifts in AI pricing resulting from fraying alliances and increased competition between OpenAI and Microsoft. Lock in longer-term pricing and negotiate for essential services while pushing back on expensive add-ons. Diversifying AI vendors and solutions reduces reliance on single entities and provides opportunities for testing of models from different sources, some of which may be more easily customized for specific use cases.

The news: OpenAI鈥檚 business user base surged 50% since February, reaching 3 million paying enterprise customers. To deepen its footprint in the space, the company released workplace features aimed squarely at Microsoft and Google, per VentureBeat. New options let employees pull and interact with cloud data from SharePoint, Dropbox, Google Drive, and more鈥攄irectly in ChatGPT. Also added: Record Mode for transcribing meetings and upgrades to Codex and Deep Research. Our take: Expect ChatGPT to continue evolving from a standalone AI app to a productivity platform. Business leaders should evaluate OpenAI鈥檚 new business suite not just as a productivity upgrade, but as a strategic shift toward AI-driven business platforms.