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The UK government is exploring a similar under-16 social media ban, citing concerns about harmful content and mental health impacts. Social media鈥檚 minor reckoning: Social media firms earned $11 billion in 2023 from ads targeting minors, driven by advertisers鈥� demand for young audiences, per a Harvard study.

The UK鈥檚 digital ad spending will be constrained by a tough economy. Only travel will see significant growth, but that鈥檚 from a particularly low starting point. Retail digital ad spend will continue to lead in absolute terms.

The UK ad market is under as much pressure as it鈥檚 ever faced. But while spending growth will hit a historical low, there are some positive signs for advertisers with experimentation away from the duopoly a very real possibility.

Tubi recently launched in the UK, entering a competitive market dominated by Amazon and Netflix. Tubi continues to be a crucial growth driver for Fox; despite flat overall ad revenues, its most recent earnings report noted that gains from Fox Sports and Tubi offset losses at Fox Network.

Still, the duopoly鈥檚 share of total digital ad spending will be above 60% in the UK this year. That dominance is more apparent in France, at 69.0%, though Germany will be only a percentage point behind. Google and Meta鈥檚 crown is slipping, though. Across the board, the duopoly鈥檚 share of total digital ad spending will decline through our forecast period. In the UK, its share will dip closer to 50%.

In terms of these other platforms carrying a lot of the broadcast, and I'm coming at this from a UK angle, again, as I often do, based in the UK as I am, Carina, you mentioned it used to be everything was BBC. Obviously no ad opportunity at all on BBC coverage in the country, but now, Discovery, carrying advertising, this must be a bit of a boon for marketers, right? Carina Perkins (16:52):.