CTV DRIVES MORE THAN HALF OF EUROPE’S PREMIUM VIDEO AD VIEWS

29. 9. 2026 | 3 min read Connected TV has become the dominant driver of premium video advertising in Europe, accounting for 53 percent of all premium video ad views in the first half of 2026, according to FreeWheel’s latest Video Monetisation Report. The biannual study from the Comcast‑owned advertising technology company shows that Europe’s shift toward CTV and streaming is reshaping the continent’s video advertising landscape, with programmatic buying playing an increasingly central role.

YOUNG CONSUMERS’ SPORTS VIEWING RISES SHARPLY

11. 9. 2026 | 2 min read Young consumers are watching more sports than ever -- live and non-live sports content on TV and other devices -- according to Hub Entertainment Research. This growth is attributable to social media and digital media creators.

WHY HALLOWEEN SEEMS TO COME TO STORES EARLIER EVERY YEAR

1. 9. 2026 | 3 min read Consumers are shopping earlier, planning further ahead and turning Halloween into a full season.

STREAMING GIANTS SCALE BACK PRICE HIKES AS CONSUMERS HIT CEILING ON WILLINGNESS TO PAY

24. 8. 2026 | 3 min read Average price increases at Netflix, Disney+ and Amazon have slowed sharply over the past three years, signalling that major streamers may be approaching the limits of what subscribers are willing to spend.

OPERATORS ARE MOVING PAY-TV TO THE INTERNET

19. 7. 2026 | 3 min read According to a new analysis, 55 per cent of European households will have a direct pay-TV subscription by the end of the year, which is just 1.6 percentage points more than five years ago. However, behind this stable figure lie significant national differences as well as a growing shift towards OTT streaming.

BACK-TO-SCHOOL SHOPPERS ARE NOT IGNORING AI

17. 7. 2026 | 5 min read Advertising and marketing hype has become heavily saturated with the term "agentic buying" for back-to-school purchases, but the distinction between actual transactional data and futuristic projection only becomes more blurred as the season gets underway.

MAJORITY OF BACK-TO-SCHOOL SHOPPERS GET A HEAD START ON THE SEASON

14. 7. 2026 | 5 min read Consumers are getting an early start on back-to-school shopping, with 62% of shoppers having already started shopping for the school year by early July, according to the annual survey released today by the National Retail Federation and Prosper Insights & Analytics. While the figure is down slightly from 67% at the same point in 2025, it remains significantly higher than the 55% reported in 2024.

MASCOTS ARE BACK, BUT NOT AS YOU KNOW THEM

14. 7. 2026 | 6 min read Future-focused brands know that mascots can embody a brand and bring it to life.

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

8. 7. 2026 | 2 min read 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.

SPORTS KEEPS VIEWERS CONNECTED TO TRADITIONAL TELEVISION

6. 7. 2026 | 2 min read 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.

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

23. 6. 2026 | 9 min read 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?

THE WORLD CUP WILL CAPTURE YOUNGER CONSUMERS’ ATTENTION AND BUDGETS

8. 6. 2026 | 3 min read 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 | 2 min read 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.

STREAMING VIEWERS WAIT LONGER FOR RETURNING ORIGINALS, SAYS AMPERE

27. 5. 2026 | 2 min read Viewing of Stranger Things rose 300% in the second half of 2025 ahead of its fifth and final season.

STUDY: AI LABELING DOES NOT HURT VIDEO AD PERFORMANCE

22. 5. 2026 | 3 min read MediaScience tested four AI labeling approaches as governments and platforms start to require disclosure.

THE POPULARITY OF LIVE STREAMING CHANNELS IS GROWING, WITH MORE PLAYERS JOINING THE FRINGE

21. 5. 2026 | 4 min read Streaming services on the Czech market are expanding their range of live channels, which are becoming a complement to their libraries of films and TV series. SkyShowtime and Sweet.tv are adding dozens of genre-specific ‘live’ channels that offer a continuous stream of content without the need to actively select individual titles.

THE END OF THE ‘LIVING ROOM ALTAR’. HOW GEN Z HAS DISRUPTED TRADITIONAL TV VIEWING

13. 5. 2026 | 5 min read For the baby boomer generation, the television remains the focal point of the home and a digital ‘altar’ around which furniture is arranged and daily life organised. For Generation Z, however, the role of this device has changed dramatically. It is no longer a “window to the world”, but often merely the largest and, paradoxically, the least-used screen in the home. This is not, however, a mere change in taste, but a complete shift in approach to content consumption.

THE BEST CAMPAIGNS FROM THE 2026 WORLD CUP

11. 5. 2026 | 2 min read The 2026 World Cup is just round the corner, and TV screens, social media and shop shelves are rapidly filling up with sponsored products, a parade of sporting legends (no surprise there – Beckham is back) and plenty of events brimming with the spirit of football.