Week in Charts: Sarandos Discusses AI in Netflix Production, UK Food Companies Splurge on Ads Before HFSS Ban, and US Advertisers Test Shoppable Video
In this week’s Week in Charts, Ted Sarandos discusses AI’s impact on Netflix production, UK food companies splurge on advertising ahead of HFSS restrictions, and US advertisers test shoppable video.
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Video Advertisers Are Testing Data-Enriched Ads, AI Creatives and Shoppable Formats
Almost 40 percent of US marketers are exploring data-enriched ads as part of their CTV and video campaigns, according to research from measurement firm iSpot. More than one-third of respondents said they were exploring AI creatives or shoppable ads, while only 21 percent were looking at retail media data – though iSpot noted that this could mean advertisers have already tested or implemented retail data.
Younger Consumers More Receptive to Online Advertising Finds IAB Europe
Two-thirds of EU consumers find online advertising useful “only occasionally” or not at all, according to a new survey from IAB Europe, compared with one-third who find it useful fairly often or all the time. However, consumers aged 16-34 were more receptive to online advertising, with half of respondents finding it useful at least fairly often.
UK Marketing Budgets Fall for First Time in Four Years
UK marketers cut their budgets for the first time in four years during Q1 2025, the latest IPA Bellwether report revealed on Thursday, based on the proportion of marketers who increased their budgets minus the proportion who decreased their budgets. A net balance of 1 percent of marketers also lowered their video budgets, following a much sharper fall in the last quarter. “It’s a bit of a reality check after the positive growth we saw recently,” commented Bill Doris, VP Analytics, EMEA, EssenceMediacom & IPA Media Research Advisory Group Chair. “Businesses seem to be tightening their belts, reallocating funds elsewhere amidst current economic uncertainty.”
South Korean Shows Are Most-Watched Non-US Netflix Content
South Korean shows are the second-most popular content on Netflix by country of origin, Ampere Analysis has found. Since 2023, South Korean content has been second only to US titles for total viewing hours, according to the research, ahead of UK and Japanese shows. Meanwhile Indian content has grown from 1 percent of Netflix viewing in 2023 to 2 percent in 2024.
The Week in Stocks
Agencies
Shares in Havas gained 4 percent last week, after the French agency group posted net revenue growth of 2.1 percent YoY in its Q1 earnings.
TV
Netflix stock climbed 6 percent after the streaming giant reported 13 percent YoY revenue growth in its Q1 earnings.
Publishers
Ströer’s share price is up almost 3 percent this week, but has fallen 12 percent over the last month.
Ad Tech
Shares in Magnite and PubMatic jumped on Friday, following a US ruling that Google operates illegal monopolies in ad tech, meaning potential remedies could yield positive outcomes for the sell-side platforms (SSP).
Tech
US tech stocks tanked on Monday when Donald Trump threatened to fire Jerome Powell, Chair of the Federal Reserve.
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