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The prevailing narrative: There鈥檚 no shortage of bleak headlines (including from us) about retail鈥檚 uncertain outlook this year, as companies like Amazon and Unilever issue downbeat guidance, citing stiff macroeconomic headwinds in the US and abroad. The US Commerce Department鈥檚 January retail sales report added fuel to the fire as countless articles noted:.

The largest audiences outside the US for the Super Bowl were Mexico (24.1 million viewers) and Canada (18.8 million), with Germany in a distant third at 3.8 million. The NFL still has major ground to cover outside North America. The good news? Germany, the UK, and Brazil are among the markets where the NFL already hosts some of its international games.

As Pix becomes further entrenched in Brazilian society, cash could easily find itself falling by the wayside much faster than in more cash-dependent countries, like Mexico and Colombia. Pix will put card networks on notice.

Now this is the case in Mexico in particular where we do see players like Mercado Libre, Amazon, and Walmart having user traffic greater than the main publishers of the country, which is a very interesting trend that has only accelerated over the years. And not only that, in terms of growth, I put together an analysis of our top 10 fastest-growing companies ranked by digital advertising revenues.

Respondents were from: UK, US, France, Spain, China, Japan, Australia, Brazil, Argentina, Mexico, Colombia, India, Poland, UAE, Netherlands, Germany, South Africa, and Thailand.

Roku is making gains outside the US, too; in Mexico, it was the top selling smart TV operating system for the second quarter in a row.

Shoppers in this age cohort are also in the prime earning years of their careers and represent the second-largest digital buyer segment in several Latin American countries, like Brazil and Mexico, behind 25- to 34-year-olds. But not all consumers see the utility of sponsored product ads.

It recently reentered the Indian market; rolled out plans to launch its online marketplace in Mexico, Germany, Spain, France, and Italy this year; announced partnerships with brands such as Skechers and mothercare company Lansinoh; and expanded into new categories such as home appliances and smart home products.

Mexico topped the list for most time spent with Netflix at an average of 458.2 minutes per month, followed by Germany at 426 minutes per month, according to January 2023 Comscore data. This aligns with Western Europe and Latin America being the second- and third-most-penetrated regions for Netflix among digital video viewers, respectively, per our forecast.

A May 2024 Canalys survey showed that interest in buying an AI-capable smartphone was significantly higher in India and China than in the US, Mexico, or Germany. And Apple鈥檚 October 2024 introduction of its AI product, Apple Intelligence, for its smartphone and PC operating systems will likely hasten the process.

Amazon has shown it can compete with Netflix anywhere. We believe that Netflix still has a sizable viewership lead on Amazon overall, but the gap is likely shrinking. In the eight countries for which we have estimates on both services, viewership is broadly comparable. And Amazon already has more viewers than Netflix in India, Germany, and Japan.

The US triopoly of Google, Meta, and Amazon will take in nearly 58% of worldwide digital ad spending in 2024, which is less than their peak in 2021 but more than in 2023. If China鈥檚 ByteDance and Alibaba are included, over 70% of worldwide digital ad revenues will be accounted for this year. Mercado Libre, TikTok, Reddit, and Amazon will lead in growth.

We took a hot air balloon around Teotihuacan, the old ruins in Mexico, outside of Mexico City in the morning, and it was beautiful, but I was terrified. Marcus:. Nope. Would you get in one for two weeks? First hot air balloon trip around the world, American millionaire Steve Fossett in 2002 on his sixth attempt. What happened the first five? The trip lasted two weeks, 22,000 miles.

It鈥檚 the largest ecommerce company in the world, but it hasn鈥檛 learned to leverage the retail media ad opportunity as well as Amazon has. Alibaba fell behind Amazon in ad revenues in 2022 and is set to fall behind ByteDance by 2025. Google and Meta are the only $100 billion ad companies, and that will remain the case for a long time.

If you want to go up to Canada or down to Mexico City, this thing's got you covered. Marcus Johnson:. It's got you covered. Ross Benes:. Yup. Marcus Johnson:. Yup. You might be like, "What's this paved road doing here considering it's 2005?" But if you see someone wandering around with a map, that's Ross. For the love of God, help him out with a smartphone. I'm your host, Marcus Johnson.

Mexico. Sara Marzano:. Greece. Bill Fisher:. It's not Greece, it's not Mexico. It's France, in fact. Sara Marzano:. Really? Bill Fisher:. At least that's according to the United Nations World Tourism Organization. These were 2022 figures, these are the latest figures we have. So things might have changed, but apparently, 80 million visitors that year.