STREAMERS STEP UP MOBILE STRATEGY AS SHORT-FORM VIDEO RESHAPES VIEWING HABITS, VEED ANALYTICS SAYS

8. 7. 2026 Traditional streaming platforms are overhauling their mobile apps with short-form video features as they seek to challenge the dominance of social platforms such as YouTube and Instagram, according to new research from veed analytics.

STUDIE USA: LIVE SPORTS INCREASINGLY INFLUENCING VIEWERS’ STREAMING SUBSCRIPTION CHOICES

8. 7. 2026 Bango Survey reports that 43% of Americans would switch mobile, broadband or TV provider for a better sports streaming bundle.

STUDY USA: STREAMING UX FRUSTRATIONS DRIVE SUBSCRIBER CANCELLATIONS, STUDY FINDS

7. 7. 2026 More than a third of streaming subscribers have cancelled a service because of a poor app experience rather than price or content, according to new research from CTAM and Hub Entertainment Research.

FIFA 2026: HOW THIS YEAR’S ADS CELEBRATE FANS WITH HUMOUR, SELF-DEPRECATION AND FOOTBALL PATHOS

7. 7. 2026 For brands in the advertising industry, the Football World Cup has often been a celebration of successes or individual star players. The MAM editorial team has selected six striking adverts that show this trend is changing. The focus is now shifting to the fans – through humour, irony, pathos and fan rituals.

AI ADS ARE GOOD ENOUGH — AND THAT’S THE PROBLEM

6. 7. 2026 AI can now produce credible, efficient ads, but human-created ads still drive better business outcomes — for now.

SPORTS KEEPS VIEWERS CONNECTED TO TRADITIONAL TELEVISION

6. 7. 2026 Inscape's Q1 2026 data shows sports viewing grew to 1.8 hours weekly, but traditional TV's dominance is slipping as streaming claimed 12% of sports time—up from 11.5% a year prior.

THE FOOTBALL WORLD CUP FROM THE PERSPECTIVE OF BRANDS AND MARKETERS

3. 7. 2026 Mundial. World Cup. World Championship. This football festival goes by many names, and it would be hard to find an event that can match it in terms of reach.

STREAMERS SHIFT TOWARDS SCRIPTED ROMANCE AS REALITY DATING SHOWS DECLINE

29. 6. 2026 Global streaming services are increasingly commissioning scripted romance dramas instead of reality dating shows, with more than four out of five new romance titles now scripted, according to new research from Ampere Analysis.

CANNES LIONS WRAP-UP: PART TWO – FROM EFFECTIVENESS TO GROWTH, FROM VOLUME TO TRUST

28. 6. 2026 Another part of the overall round-up of the Cannes Lions festival was a panel discussion featuring the heads of content from three platforms: Lions, Contagious and WARC. They took their seats at a table on stage to review the main themes of the past week.

CANNES LIONS WRAP-UP: PART ONE – THE WORLD OF AI AND PEOPLE

28. 6. 2026 AI was one of the main themes at Cannes Lions, but the tone of the debate has shifted. Naive enthusiasm and even irrational fears about the loss of human creativity have given way to more practical and profound topics.

THE STRANGER THINGS EFFECT: IS IT WORTH LENGTHENING THE PAUSES BETWEEN SEASONS?

28. 6. 2026 The breaks between seasons of TV series have more than doubled over the last decade. According to an analysis by Ampere, whilst longer waits increase interest in the return of popular shows, they also increase the risk that some viewers will cancel their streaming subscriptions during the break.

CARAT WINS THE ‘MEDIA NETWORK OF THE YEAR’ TITLE AT THE CANNES LIONS

26. 6. 2026 Carat, the media agency network part of the Dentsu Group, was named Media Network of the Year at the 2026 Cannes Lions Festival. It secured the award thanks to three Gold, one Silver and two Bronze Lions.

FIVE MARKETING TRUTHS: RITSON AND SHARP REACHED A CONSENSUS IN CANNES

23. 6. 2026 Mark Ritson and Byron Sharp are among the most prominent and most frequently cited figures in contemporary marketing. At the Cannes Lions festival, their rare joint appearance was based on a simple premise: given that they are known for frequently competing against one another, are there any issues on which they can actually agree?

STUDY: YOUNGER VIEWERS MORE DISTRACTED BUT MORE RECEPTIVE TO ADS

22. 6. 2026 A new study finds the long-term rise in ad acceptance continues, with ad intolerance falling to a record low across all age groups, and that viewers are supportive of AI tools if they are used to improve discoverability and the viewing experience.

STUDY USA: PROGRAMMATIC CTV PAUSE ADS MORE EFFECTIVE THAN TRADITIONAL SPOTS

18. 6. 2026 WunderKIND Ads has released a new study analyzing the impact of Pause Ads compared with traditional CTV spots that show Pause Ads delivered nearly two times higher attention than standard 60-second CTV ads.

THE WORLD CUP WILL CAPTURE YOUNGER CONSUMERS’ ATTENTION AND BUDGETS

8. 6. 2026 Many companies are betting on the World Cup to capture consumers’ attention, build awareness, and drive spending.

LG RESEARCH HIGHLIGHTS GROWING ROLE OF TV HOME SCREENS IN FILM DISCOVERY

4. 6. 2026 The smart TV home screen is becoming an increasingly important tool for film marketers, influencing both cinema attendance and at-home viewing decisions, according to new research from LG Ad Solutions.

STUDY: LATE WORLD CUP KICK-OFFS TO CHANGE UK VIEWING HABITS, SAYS EE

4. 6. 2026 Late-night World Cup kick-offs are expected to change how UK football fans watch this summer’s tournament, according to new research from EE.