The news: Streaming has officially surpassed pay TV in the US, with 50.4% of households no longer subscribing to cable or satellite, per our forecast. But streaming’s ad experience still has work to do. Hub Research finds two-thirds of viewers prefer live TV ad breaks over those in on-demand streaming, and Gen Z remains the least likely to adopt ad-supported tiers. Our take: Streaming isn’t a free pass to interrupt. Gen Z demands relevance, brevity, and control—meaning streaming platforms must reengineer how, when, and where they serve ads. The format must evolve if AVOD is to survive the next wave of viewer expectations.
The news: Faceless creators and VTubers are gaining momentum as brands look for cost-effective, scalable influencer marketing options. Networks like AffiliateNetwork are growing rapidly, with top earners bringing in $30K–$40K monthly using AI-powered tactics. Creators run multiple accounts, post hundreds of videos, and rely on formats like AI-generated texting stories to deliver results. Our take: This shift marks a new phase in creator marketing—one defined less by personality and more by production speed and performance. As AI tools improve and creator skepticism fades, brands will increasingly work with digital personas that deliver value at scale—regardless of whether there’s a human on camera.
The news: Anime is gaining popularity across the globe, per a recent Dentsu report highlighting anime viewership trends, proving that marketers who haven’t yet paid attention to the medium need to tap in. 50% of Gen Z watches anime weekly, with 14% watching daily. Millennials also tune in frequently, with nearly half (48%) watching daily or weekly. Our take: Savvy marketers will pay attention to anime as a prime chance to reach the demographics driving the future—but going beyond a surface-level understanding of the medium will determine which marketers succeed and which fall behind.
Almost half of Gen Zers (46%) and Baby Boomers (45%) would switch to less expensive brands or product alternatives if there are price increases related to tariffs, according to March data from Collage Group.
Showing commitment to Pride pays off: LGBTQ+ consumers, representing large portions of key demographics, are willing to reward brands who stay the course.
The news: Google is bringing its generative AI (genAI) suite deeper into classrooms, launching Gemini and NotebookLM tools as part of Google Classroom for students under 18. It’s the first time NotebookLM—a research and note-taking AI—will be accessible to minors, per The Verge. Our take: Marketers and edtech players should align with Google’s expanding education stack. Building AI-integrated tools that plug into Google Classroom, optimizing content for Gemini-powered workflows, and creating solutions that run smoothly on Chromebooks can address the needs of a captive audience.
The news: US shopper interest in generative AI (genAI) assistants has spiked 223% between 2023 and 2025, per Chain Store Age. 69% of US consumers surveyed by CouponFollow have used AI assistants for shopping. Our take: Retail AI strategies must match their audiences. Those geared toward younger consumers should highlight AI use and innovation and even let AI guide purchases. For older consumers, focus on AI to inform, not take control.
The news: A Sprout Social report found that 41% of Gen Z turns to social platforms first for finding information, ahead of search engines (32%), AI chatbots (11%), and friends and family (9%). In an exclusive conversation with EMARKETER, Thomas Markland, founder of creator company HYDP, discussed the shift and the need for brands to adopt a social-first strategy. Our take: As social media users, especially younger generations, increasingly turn to social for product discovery, brands that are willing to adapt and are strategic with their creator partnerships stand to gain most.
63% of millennials and 61% of Gen Zers feel more connected to health brands since starting GLP-1s, per a January Dentsu report.
LGBTQ+ consumers are a rapidly growing, influential segment, with expectations for brand authenticity, year-round inclusion, and genuine support. We explore their values and media behaviors as well as strategies for marketers to meaningfully engage.
The news: Banks shouldn't use a single marketing strategy for all young people—Millennials (born 1981-1996) and Gen Z (born 1997-2012) have distinct financial behaviors. Millennials, shaped by economic uncertainty, seek stability and pragmatic digital tools, valuing expert advice. Gen Z, digital natives, demand effortless speed, are influencer-driven, and focus on immediate experiences, often skeptical of traditional banks. Our take: Marketing must be tailored. For millennials, emphasize trust, reliability, and security for long-term goals, offering expert education. For Gen Z, highlight speed, flexibility, and convenience through engaging, short-form content on platforms like TikTok, utilizing influencers to build rapport.
The news: A superior digital interface directly correlates with customer care, boosting recommendations and loyalty. Personalized digital engagement, where banks anticipate Gen Z's needs and provide relevant recommendations, also builds trust. Our take: To combat Gen Z's distrust, banks must prioritize brand authenticity and enhance the digital experience. Banks should invest in seamless onboarding, intuitive mobile apps, and relevant personalized recommendations. Failure to do so means digital competitors will continue to capture this emerging generation of wealth builders by operationalizing care through design and data-driven personalization.
Back-to-school spending is steady in 2025, but shopper behavior is split. Parents are prioritizing tech and clothing—yet these are also the first to be cut when budgets tighten. Consumers are shopping earlier, seeking deals, and using AI to keep costs down. With shopping habits divided by generation and income, retailers must stay flexible, personalize offers, optimize for AI, and create seamless cross-channel experiences.
The news: Spotify’s Partner Program has opened new monetization paths for video podcasters, enabling MP4 uploads and revenue through ads and subscriptions. Creators like Ryth report earning over $55,000 per month, surpassing YouTube earnings. However, the model doesn’t support dynamic ads for premium subscribers, prompting networks to hold back. Why it matters: Nearly half of all digital media time is spent on video, and Spotify is betting big on that trend—especially among Gen Z, who increasingly prefer video-first podcast formats. Our take: Spotify’s approach may alienate ad-heavy networks for now, but video’s growth and creator enthusiasm suggest its long-term strategy is sound.
The news: The FTC has conditionally approved Omnicom’s $13.5 billion acquisition of IPG, but with a historic behavioral restriction: the merged ad giant is barred from coordinating ad placements based on political or ideological content. This addresses rising concerns over informal industry efforts to blacklist partisan publishers, especially those on the right. Our take: The ruling sends a clear warning that media buying behavior is under federal scrutiny. While brands can still control where their ads appear, holding companies must now walk a tighter line. The age of unregulated middlemen in ad placement may be ending.
The news: The 2025 NBA Finals drew just 10.2 million viewers on average, among the weakest results in two decades—yet Game 7 peaked at 19.3 million, the highest since 2019. Traditional ratings miss the full picture, though: social views on NBA Finals content soared 215% year over year to 5 billion. Our take: Gen Z sports fans are watching differently—via highlights, short clips, and mobile-first formats on YouTube, Instagram, and TikTok. TV still matters, but leagues like the NBA must master new distribution models. With streaming growth and a massive $76B media deal in place, the future is already digital.
96.3% of Gen Zers are digital video viewers, compared to 80.5% of the overall US population, per our May 2025 forecast.
E.l.f. SKIN is blending product marketing and comedy with “Sunhinged,” a comedy special that doubles as a PSA for sun protection.
On today’s podcast episode, we discuss how retailers are approaching their DEI initiatives under the current administration, the impact of staying quiet this Pride Month, and where the discussion around DEI goes next. Listen to the conversation with our Senior Analyst Sara Lebow as she hosts Principal Analyst Sky Canaves, Analyst Paola Flores-Marquez, and Dr. Marcus Collins—author and Professor of Marketing at the Ross School of Business at the University of Michigan.
The trend: Younger generations continue to prioritize wellness more than older consumers and are purchasing products across a range of health and well-being categories. Our take: Sharing practical tips and advice is helpful, but brands and marketers can further stand out on social platforms by replying to users’ comments and questions within a post. Building partnerships with wellness influencers is essential, and it’s important to find creators who have real-life experiences that are relatable to the targeted audience.