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Brands urged to close representation gap with LGBTQ+ audiences 1 JUL 2025

Markets

Brands urged to close representation gap with LGBTQ+ audiences

With 63% of LGBTQ+ viewers feeling misrepresented and 50% spending over three hours daily on social media, inclusive content and authentic creator partnerships are proving key to engagement and brand growth.
Social Video surge reshapes Nordic Ad-Funded streaming market 25 JUN 2025

Markets

Social Video surge reshapes Nordic Ad-Funded streaming market

Daily social video viewership across the Nordics surpassed seven million people in spring 2025—up nearly 30% year-on-year—cutting into local players' online viewing share to under 30%, according to Mediavision.
Black audiences drive engagement across blockbusters and streaming 16 MAY 2025

Markets

Black audiences drive engagement across blockbusters and streaming

Black audiences contributed 21% of U.S. opening weekend box office revenue in 2024 and accounted for 22% of total streaming minutes viewed—well above their 14% share of the population. Nielsen highlights this engagement as a key driver of commercial success across platforms.
Streaming faces consumer pushback as social media captures youth attention 28 MAR 2025

Trends

Streaming faces consumer pushback as social media captures youth attention

60% of Gen Z prefer short-form video over TV and film, while 47% of U.S. consumers say streaming services cost too much. Around 50% of Gen Z and millennials say they feel a stronger connection to social media creators than to actors or TV personalities.
LGBTQIA+ Consumers Lead in Digital Brand Engagement 25 MAR 2025

Markets

LGBTQIA+ Consumers Lead in Digital Brand Engagement

A recent study by Horowitz shows that more than half (52%) of LGBTQIA+ consumers say they have clicked on an ad from a brand that shows up on their media feed (compared to 44% of consumers overall), and nearly 4 in 10 (39%) LGBTQIA+ consumers have interacted with social media ads by liking, sharing, or commenting on them.