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Advertisers who can dynamically shift budgets between linear and streaming and who maintain integrated strategies will be best positioned to adapt to media consumption trends.

Publicis competitor Omnicom Group announced last month that it was consolidating its influencer marketing capabilities under the global Creo brand鈥攕ignaling its push to prioritize creators as a core media channel.

Use this chart: For marketers and brand partners, this milestone signals a deeper shift in media habits鈥攁nd more premium, ad-free environments. Consider aligning with artists or platforms through exclusive content drops, branded playlists, or influencer tie-ins to tap into this highly engaged, subscription-savvy audience. Related 蘑菇AV reports:.

On average, about 380,000 new users have taken up gaming each year since 2020, when the pandemic boosted all digital media consumption. By 2026, the number of gamers will represent more than half of internet users. Mobile gaming is fueling the growth. We don鈥檛 forecast mobile gamers in Canada, but smartphones are clearly the top device for gamers.

Mirroring the media consumption trend, digital ad spending now makes up more than three-quarters of all ad spending. Canada ranked No. 4 worldwide in digital鈥檚 share of total ad spending in 2024. Digital ad spending growth will start to level off in 2025 after a rebound in 2024. Ecommerce鈥檚 share of total retail sales has almost tripled in the past decade.

Digital ad spending by healthcare and pharmaceutical companies went through its own upheaval during the pandemic. Now the industry is settling into a new normal for growth in some channels as consumer media habits have changed.

Connolly鈥檚 new role would place him in charge of YouTube鈥檚 expanding relationships with major media players and its growing live sports portfolio, including the NFL Sunday Ticket and a Week 1 exclusive game. Why it matters: This confrontation is rooted in a broader shift of both companies doubling down on live sports as the foundation for future growth.

Why it matters: As media consumption habits shift, advertisers need to follow audiences where they鈥檙e most likely to engage. Podcasts maintain high penetration among key demographics like millennials and Gen Z, who represent the primary sources of digital buyer growth.

Cannes鈥� many changes like a focus on reality TV and influencers show that marketers have a widening field of cultural shifts and media channels to keep track of. Everyone wants to provide a platform to convene Hollywood talent and C-suite executives in the same room鈥攕omething increasingly necessary as content, commerce, and culture merge.

The news: Most consumers split their media consumption across podcasts, gaming, music listening, connected TVs (CTVs), and social media. However, streaming services still reign supreme, per Deloitte鈥檚 2025 Digital Media Trends report.

The big picture: The digital advertising industry faces a tough 2025, with slowing growth across digital media consumption, ecommerce, and ad spending compared to pre-pandemic and pandemic periods.

Podcasts are one of the few media channels that are not seeing plateaus or declines in this area. This year, US adult podcast listeners will spend nearly an hour (51 minutes) listening to podcasts per day (this includes listening to podcasts via video platforms like YouTube). That鈥檚 more than the 47 minutes US adult TikTok users will spend on the social platform per day, according to our estimates.

As budgets tighten, media channels multiply, and shopper behavior becomes unpredictable, brands are under pressure to prove and optimize performance. The stakes are higher, and the margin for error is thinner. Traditional campaign- and channel-specific measurement models are ill-equipped to deal with the changing dynamics of the market.

Methodology: Estimates are based on the analysis of estimates from other research firms, consumer media consumption, company reports, and device adoption trends.

US adults will spend 7 more minutes per day with media in 2024 than they did in 2023, confounding expectations of a post-pandemic reduction in screen and audio time.

But it鈥檚 now a growing driver as our media usage has become more fragmented and personalized, forcing brands to design for adaptability.鈥�. Using Cannes to connect with creators. Since intermediaries like tech platforms or agents often limit direct communication between creators and brands, the biggest benefit of attending Cannes is that access, said Enberg.

In its 20 years, YouTube has become a staple of many consumers鈥� media habits and, subsequently, brands鈥� ad budgets. But there remains plenty of room to better monetize its audience and for advertisers to take better advantage of its massive reach. YouTube is the biggest media platform in the world in terms of user base.

The news: Omnicom Media Group (OMG) has consolidated its global influencer marketing efforts under a single brand, Creo, signaling a broader shift toward treating creators as a core media channel rather than an auxiliary marketing tactic.

Methodology: Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions, historical trends of the advertising market, historical trends of each medium in relation to other media, reported revenues of major ad publishers, estimates from other research firms, data from benchmark sources, consumer media consumption trends, consumer device

But there is less information on which of these ads鈥攁nd which media channels鈥攁re most successful at engaging consumers. Here are four charts that reveal consumer attitudes toward healthcare and pharmaceutical advertising as well as generational differences in how consumers respond to ads. Note: Throughout this Data Drop, we refer to findings from our December 2024 US Digital Health Survey.

The US LGBTQ+ community is young, diverse, and growing. In four charts, we explain the demographic makeup, buying preferences, and media usage of this rising community.

In some ways, the monetization struggles of those two channels can be pinned on terrestrial radio, which is holding onto ad budget and media consumption time that may boost digital audio鈥檚 prospects. Despite a shrinking base of listeners, terrestrial radio is managing its decline more gracefully than many of its peers in traditional media.

Methodology: Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions, historical trends of the advertising market, historical trends of each medium in relation to other media, reported revenues of major ad publishers, estimates from other research firms, data from benchmark sources, consumer media consumption trends, consumer device

The problem: Misleading marketing of weight loss drugs is rampant on digital media channels.