Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
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- Polling reveals a sharp and growing ideological divide between Gen Z men and women, making them the most polarized generation in terms of gender-based attitudes.
- Fifty-nine percent of CMOs say their budgets remain insufficient to fully execute their strategies.
- Amazon and Walmart remain the juggernauts of retail media, forecast to command a combined 84.2% of total U.S. retail media ad spend by 2025.
- Many AI companies still fail to implement proper safeguards to prevent their systems from reproducing or competing with professional media content.
- AI's real value, the report finds, lies in its ability to automate routine tasks, freeing up teams for higher-value, strategic work.
- Advertising remains the primary source of revenue, with smaller contributions coming from subscriptions.
- About three quarters of journalists say press releases remain the most useful asset PR teams can provide.
- Nearly half of consumers report an email as spam if they never gave explicit permission to receive it.
- Digital video's trajectory signals a "renewed confidence" in the channel's long-term viability, infrastructure and appeal.
- Consumers are looking for brands that feel human, respond quickly, and offer content that informs, entertains or benefits them directly.
- Marketers and agencies often see eye-to-eye on strategic direction and creative output, while procurement professionals tend to focus on cost control, efficiency and performance metrics.
- Ad recall and viewer engagement have reached new lows in today's second-screening landscape.
- Hearing about a product in the trusted, familiar environment of broadcast radio increases the legitimacy of the advertiser.
- The data highlights growing regional disparities in attention performance and continued strength from tech and media advertisers.
- A majority of boys are encountering online firearm content that experts warn is not only inappropriate but potentially dangerous.
- Half of those surveyed said protecting their bank account details and login credentials is their highest priority.
- U.S. consumers spent $144 million on in-app purchases in March, more than doubling February spending.
- About one in five teens report that social media has harmed either their mental health or schoolwork.
- Spending on Shopping campaigns rose 8% annually in the first quarter, a slight slowdown from 10% growth in the final quarter of 2024.
- Just 30% of consumers recall receiving interactive video content, and only 20% say they've ever encountered a video that was AI-generated.
- Live webinars saw modest growth as well, ranking as the 10th-most preferred content type in 2024.
- Ad platforms with high exposure to performance-driven campaigns and Chinese brands face the biggest threat from higher tariffs on imports.
- About half of Americans now say the U.S. government should take steps to restrict false information online.
- Broadband is the backbone of Comcast's earnings, but it is now being squeezed by aggressive fiber overbuilding from rivals.
- Teens are also showing growing trust in recommendations from doctors, scientists, and licensed aestheticians.
- Brands that meet Gen Z consumers with humility, support their goals and offer real solutions for real lives are better poised for success.
- Influencer management is increasingly collaborative, with 79% of brands working with influencer agencies.
- The macro backdrop for advertising broadly and for brand advertising specifically has deteriorated in the past few weeks, the bank says.
- Creating a video with an AI-generated person using your product and presenting them as a real human is likely not acceptable to most consumers.
- As transatlantic trade tensions heat up, Netflix may be caught in the crossfire. The streaming giant could face new headwinds in Europe if retaliatory tariffs are imposed on U.S.-based digital services in response to broader tariff policies initiated by the U.S., according to a recent analysis by Laurent Yoon, an analyst at financial-services firm Bernstein. While Netflix has long navigated complex local tax environments — including paying digital services taxes (DST) in the United Kingdom, France and Spain since 2019 — the possibility of sweeping new tariffs raises questions about the company’s long-term growth trajectory in one of its most important markets. “Netflix is good for Europe (or so Netflix could argue),” Yoon said, pointing to the company’s substantial investment across the continent. Between 2020 and 2023, Netflix poured $6.8 billion into European content and now partners with more than 400 producers across 11 regional offices. Market-Leading Presence Netflix holds the top spot among subscription video-on-demand (SVOD) services in Europe’s five largest markets — Germany, the UK, France, Italy and Spain — well ahead of competitors like Amazon Prime Video and Disney+. In the Netherlands, Netflix commands a 100% indexed market share, nearly double that of its closest competitor. This commanding position may act as a buffer if Europe moves to impose tariffs. As Yoon noted, “Imposing tariffs on American services would imply price increases for the top three SVODs in these markets,” which could hurt local consumers more than the companies themselves. In short, European viewers may have few viable alternatives should costs rise. Tariffs Could Slow Growth But Not Stop It Despite Netflix’s strong foothold in Europe, the prospect of tariffs still carries downside risks. Bernstein estimates that if tariffs are imposed and costs are passed on to consumers, the resulting price hikes could trigger higher churn and slow subscriber growth in the region. Currently, Netflix’s subscriber base in EMEA is projected to grow from 101 million in 2024 to 120 million by 2026 — a compound annual growth rate of 9%. But if penetration plateaus in 2025 due to rising prices, the growth rate could drop to mid-single digits. Similarly, Netflix’s Average Revenue per Member (ARM) in Europe is forecasted to grow at 5% annually through 2026. A tariff-related pricing ceiling, however, could result in flat or even negative ARM growth. Bernstein’s models suggest ARM growth could fall to -2.7% annually under adverse conditions. “Combining the effects on both subscriber and ARM growth, we estimate a potential downside of 10% to our 2026 EPS forecast of $36,” Yoon wrote. For Now, Watch-And-Wait Approach Despite these risks, Bernstein is maintaining its existing projections and price target for Netflix. The firm believes that given Netflix’s entrenched market leadership and content investments, the fallout from tariffs — if implemented — may be limited to high single-digit downside to earnings per share by 2026. While the potential for tariffs remains speculative, Bernstein expects to update its model only if meaningful measures are enacted by European regulators. Until then, Netflix’s European growth story continues — albeit under a cloud of geopolitical uncertainty.
