蘑菇AV

The news: At Cannes Lions 2025, Netflix announced it has added Yahoo鈥檚 DSP to its growing list of programmatic partners, joining Google, The Trade Desk, and Microsoft. The expansion boosts flexibility for advertisers targeting Netflix鈥檚 94 million monthly ad-tier users across 12 countries, with new capabilities for first-party data and interest-based buying. Our take: With its Ads Suite now live globally, Netflix is done crawling鈥攊t鈥檚 competing directly with YouTube and social platforms for CTV budgets. As its per-user ad revenues rebound and its content ecosystem broadens, Netflix is evolving into a full-funnel marketing platform poised to reshape premium video monetization.

Note that GWI interviews and represents each country's online population ages 16+ (in Canada, Hong Kong, Japan, Israel, Singapore, the UK, and the US) or ages 16-64 (in other markets)鈥攏ot its total population.

Shopee鈥檚 recent partnership with YouTube, which enables shopping directly within videos, has reinforced its leadership in both traditional ecommerce and live shopping. Blibli holds a modest but notable position in Indonesia鈥檚 ecommerce landscape, with a projected 5.7% retail ecommerce sales share in 2025.

This, along with consumption of mobile video (particularly YouTube), is driving the shift to mobile spending. Daily time spent with mobile devices will be 4 hours, 8 minutes (4:08) this year, per our forecast. Click here to view our full forecast on Canada digital ad spending by device. We have revised our forecast downward to reflect the impact of the trade war.

Our take: Alphabet鈥檚 performance highlights Google鈥檚 continued dominance in Search and digital advertising, even as legal and competitive pressures mount across markets, including the US, UK, and EU. 鈥淕oogle's results this quarter show that it can perform even in the midst of serious regulatory threats to its ads business,鈥� said 蘑菇AV senior analyst Evelyn Mitchell-Wolf.

Another US survey, conducted on behalf of VTEX, finds even more striking results, with 45% of respondents participating in a livestream shopping event hosted on marketplaces like Poshmark or Amazon, and 61% shopping on social platforms such as TikTok Shop or YouTube Shopping.

蘑菇AV 85% of brands in France run campaigns on Instagram, while TikTok and YouTube are utilized by 69% and 58% of brands in France, respectively, per a 2024 report by Kolsquare and NewtonX. Shein exemplifies successful social commerce strategy.

Spotify will offer Partner Program in nine new markets: The platform hopes to attract more creators by expanding monetization opportunities鈥攁nd draw attention from YouTube.

As Temu and Shein slow US activity, Europe and the UK are emerging as fallback markets, where both brands are still advertising heavily.

Similar to the total US population, younger LGBTQ+ consumers more frequently use digital platforms like TikTok, Instagram, and YouTube, according to Community Marketing & Insights (CMI) data. Time spent with cable TV and broadcast radio skews older. Where they overindex in media usage is in music and gaming.

We don鈥檛 forecast user time spent in Canada, but our US and UK forecasts come in at 54 and 58 minutes per day, respectively. That鈥檚 well above other social networks and more on par with time spent on video platforms like YouTube and Netflix. Weekly time spent on TikTok far exceeds the average for social media.

While CreatorIQ named Netflix the most dominant brand on TikTok and Instagram, Spotify was the most dominant brand on YouTube. Spotify also had the total highest EMV in 2024, which is tied to its high creator retention rate (83%), according to the report.

Over half of adults in the US and the UK prefer to research and purchase online products on a retailer鈥檚 website, per Coveo. Researching online and purchasing in-store is the next-most popular shopping method, followed by considering and purchasing items solely in-store.

Social commerce has yet to reach its potential in the UK. Social buying is still on the rise鈥攁nd there is plenty of headroom to grow spend.

Netflix鈥檚 time spent exceeds its ad revenues the most. YouTube leads in time spent and ad revenues. Amazon will make a big splash in streaming advertising.

According to an October 2024 Pipeline360 and Demand Metric survey, 38% of B2B marketers in the UK and the US rely on SEO and search engine marketing (SEM) for lead generation, ahead of webinars, content syndication, and events. SEO budgets should reflect that up to 90% of search activity still occurs on traditional platforms like Google and Bing.

Where and how Gen Alpha consumes content: From YouTube to Netflix to Roblox. Kids and AI: From usage to education and risks.

The US isn鈥檛 the only country with serious talks of TikTok bans. Japan, the UK, Germany, and France are all countries with over 15 million TikTok users each that could be left with a lot of time on their hands if TikTok bans succeed.

Germany, the UK, and Brazil are among the markets where the NFL already hosts some of its international games. Our take: Streaming services and cable networks are already dishing out billions annually for costly but lucrative NFL distribution rights.

The triopoly鈥檚 share of ad spending in Canada is much higher than in the US and UK. Google, Meta, and Amazon make up nearly three-quarters of Canada鈥檚 digital ad market. That鈥檚 much higher than in the US and UK. In smaller ad markets like Canada, local publishers have a more difficult time competing with foreign tech giants.

The news: TikTok has launched its revamped 鈥淪ubscription鈥� monetization feature to eligible creators in countries including the US, UK, Germany, and Brazil, with plans to expand in the coming weeks. Creators can now offer three different subscription tiers at varying price points, giving fans access to exclusive videos, LIVEs, custom perks, and more.

Roughly two-thirds (66%) of marketers in Australia, the UK, and the US use influencer marketing to drive brand awareness, per Q1 2025 data from Sprout Social. But over half also work with creators and influencers to generate audience engagement (59%), build credibility and trust (55%), and drive revenue growth (55%). That creates two core measurement issues for marketers:. There is no silver bullet.

Amazon will grow its worldwide ad revenues by 26.4% this year, easily outpacing Meta (16.8%) and Google (9.9%, including YouTube). However, the legacy duopoly is building off such a massive base that Amazon will actually fall further behind Meta and hardly gain on Google. Meta鈥檚 $95 billion lead on Amazon this year will turn into a $98 billion lead by 2026, despite Amazon鈥檚 much faster growth.

Canada will rank No. 1 worldwide for internet penetration among the total population this year, ahead of No. 2 US and No. 3 UK, according to 蘑菇AV estimates. Digital time accounts for more than two-thirds of total media time. In 2025, 68.5% of media time will be digital, up 1.2 percentage points from last year.

Only 17% of US adults start their online shopping journeys on TikTok, lagging behind YouTube (23%), Facebook (21%), and Instagram (18%), according to Jungle Scout. The multipronged approach: TikTok is determined to make social commerce work by experimenting with different innovations.