2025年全球媒介趋势预测报告-

2025

MEDIATRENDS&

PREDICTIONS

Contents

Introductioni

01

Themediaecosystem

Optimism,convergence–andanidentitycrisis

Content

13

Theboom,bust,andbattleforaudienceattention

25

Data,tech,andanalytics

Navigatingprivacy,regulation,andtheriseofAI

Audiencemeasurement

35

Redefiningthestatusquoforafragmentedmediaworld

47

Peopleandskills

Future-proofingthemediaecosystem

Wanttofeelconfidentaboutthefuture?

Thenfocusonpeoplefromeveryangle

Today’smedialandscapeisshapedbya

convergenceofmajortrends,including

marketvolatility,evolvingindustry

dynamics,andtheincreasingcomplexityofmediaandtechnology.

Macrofactors,suchasinternationalcrises

andpoliticalchange,addfurtherinstability.

Atthecoreofthesechallenges,however,liesonedominantchallengeformediabuyersandsellers:acrisisofconfidence.

Andwhenconfidenceislacking,regulationstendtotighten,audiencescanshift,businessmodelsandrevenuestreamsmightbe

disrupted,andinvestmentcandryup.

However,thecurrentsituation,though

challenging,doesnotposeanexistential

threat.Thisreporthighlightsseveralreasonsforoptimism,notablysustainedadvertising

expenditureandtheadventofemerging

technologies.Thelatter,inparticular,are

poisedtodrivegrowth,fosterinnovation,andenhanceindustryresilience.

Butadspendgrowthorinvestinginnewtechalonewillstillnotresolvetheindustry’score

challenges.Thefutureofmediaultimately

dependsonarenewedfocusonpeople–bothwithintheindustryandtheaudiencesitserves.

Indeed,thesector’smostvaluableassetisits

highlyskilledworkforce,andtheirabilityto

innovateandadaptwillbecriticalinsteering

theindustryforward.Beyondjustdriving

technologicaladvancement,theseindividualsaretheoneswhocaninterpretandapplythetoolsofAIanddatatoaddresstheunique

challengesoftoday’smedialandscape.Their

insights,creativity,andstrategicthinkingwill

bethefoundationuponwhichfuturesuccessisbuilt.Butweneedmoreofthem,andtheoneswehaveneedtoembraceandlearnnewskills.

Equallyimportantistheroleofpeopleas

consumers.Themediaindustryexiststo

serveaudiences,andunderstandingthe

evolvingpreferencesandbehavioursoftheseconsumerswillbekeytoshapingmedia

strategies.Inaworldwhereonlineexperiencesaremoreimmersiveandpersonalised,people’smediaconsumptionhabitsareincreasinglyfluid.

Theongoingshiftinhowaudiencesengage

withcontent–fromlineartelevisionto

streaming,socialmedia,andbeyond–presentsbothanopportunityandachallenge.Successwilldependontheindustry’sabilitytonot

onlydelivercompellingcontentbutalsotoaccuratelymeasurehow,when,andwhy

peopleengagewithit.

That’swhypeople-poweredmeasurementis

thefinalcrucialelementinthisequation.Atitscore,it’saboutunderstandingaudiencesatagranularlevel,utilisingdata-driveninsightstorefinestrategiesforreach,engagementand

monetisation.

Butagain,it’salsoaboutthepeoplebehind

themetrics–thedatascientists,analysts,

marketers,andstrategistswhomakesenseofcomplexdatasetstoinformdecision-makingandbuildcompellingnarratives.Theybridgethegapbetweenrawdataandactionable

insights,enablingbusinessestorespondtochangingaudiencebehaviourswithagility.

Inthiscontext,themediaindustry’sfuture

restsnotonlyonthetechnologicalinnovationsthatwillshapeitsoperationsbutonthe

peoplewhodrivethoseinnovationsandthe

consumerswhoultimatelyengagewiththem.2025willrequireabalancebetweenleveragingcutting-edgetechnologyandfosteringhumanexpertiseandcreativity.Byfocusingonboth,theindustrycanbolsterconfidence,de-risk

decision-making,tapintonewopportunities,andcontinuetoevolveinawaythat’sbothinnovativeandsustainable.

JohnMcCarthy

ChiefMarketingOfficerKantarMedia

john.mccarthy@

Themediaecosystem

Optimism,convergence-andanidentitycrisis

Risingadspendandblurredboundariesare

transformingmedia,presentingbothchallengesandopportunitiesforamarketinflux

Atrillionreasonstobepositiveaboutadvertisinginvestment

Despitearangeoftrendscausingacrisisof

confidenceforthesector,adinvestmentisoneofmanyreasonstofeeloptimistic.In2024,

globaladvertisingexpenditurewasforecasttoincreaseby10.5%toreachamilestoneof$1.07trillion,markingthestrongestgrowthinsix

years,accordingtoWARC’sGlobalAdSpendOutlook.Thislevelofgrowth,initiallyforecastbyGroupMtooccurin2025,wasspurredbysignificantinvestmentsacrossvariousregionsandchannels.12

NorthAmerica,buoyedbyUSelection

advertising,ledwithaforecastof+8.6%to

$347.5bn.InEurope,adspendisforecasttoriseby5%,withtheUKsecuringthelargestspendintheregion,growing8%to$47.5bn.

Meanwhile,socialmediainallitsforms–nowthelargestsinglecategory,havingovertakensearch,andexcludingYouTubeinWARC’smethodology–accountedfor22.6%ofglobaladspend.

Meanwhile,retailmedia–advertisingplaced

onaretailer’smedianetwork–emergedasthefastest-growingchannel,expectedtodoubleitsshareto14.3%by2026.

2024Trends

TVcontinuestogrowacrossmostformats.

Indeed,asmoredeliveryformatsbecome

available,themoreapparentthepowerof

theTVsetitself–thesecond-strongestgrowthchannel,forinstance,isexpectedtobe

connectedTV(CTV)witha19.6%increaseinadspendto$35.2bn.

Convergencespreads…

Whileadvertisingremainsacorefocus,2024

sawmediabrandsincreasinglydiversifying

theirbusinessmodelstostaycompetitivein

anevolving,hybridmedialandscape.Thisshiftreflectsthegrowingneedtoexpandbeyond

existingrevenuestreams,withbusinesses

exploringnewpartnershipsandopportunitiesacrossplatformstokeeppacewithchangingconsumerbehaviour,technologicalinnovation,andincreasedcompetition.

Forexample,VODplatformsthatleanon

subscriptionsareincreasinglydeployinga

blendofpaidsubscriptionsandad-supportedmodels–andKantarMedia’sTGIGlobalQuickViewdataindicatesthat58%ofconnected

consumersgloballywouldacceptadvertsifitreducedtheirTVorvideostreamingsubscriptioncosts.

Interestingly,there’sacleardifference

betweenheavierandlighterVODviewers,

withheavierusersfarmoreopentoads(seechart).Oftensubscribedtomultipleservices,they’remotivatedbythechancetolowertheirmonthlycosts.Lighterusers,however,tend

toresistad-supportedmodels,likelyduetotimeconstraintsthatmakeadinterruptionslessappealing.Thesedistinctionshighlighttheneedfortargetedstrategiestoconvertdifferentaudiences.

Thiscontinuedshifttowardshybrid

businessmodels–oftencharacterisedby

experimentation,falsestartsanddeadends–

isbecomingastapleacrosstheindustry.Manymediabrands,whethertheystartedasnative

VODservices,broadcastersandnetworks,orasprinteditions,arenowcapitalisingonavarietyofmonetisationstrategiestoleveragetheir

contentandaudiencereacheffectively.

Heavierstreamingusersaremorelikelytoacceptadsintheirstreamingserviceifitmakesitcheaper

(bytimespentwatchinganystreamingserviceperday)

78%

70%

65%

60%

58%

Globalaverage

51%

46%

37%

25%

30minsto1hour

Lessthan30mins

1-2hours2-3hours3-5hours5-7hours7-9hoursMorethan9hours

Source:TGIGlobalQuickView2024

Sample:84,000connectedconsumersin37markets

Statement:AnyAgree-“IwouldbehappywithadvertsonaTV/Videostreamingserviceaslongasmysubscriptionwascheaper”

34

Themediaecosystem

…andanidentitycrisisunfolds

Asmediabrandsexperimentwithnewbusinessmodels,theindustryisalsograpplingwitha

growingidentitycrisisasexistingboundariesbetweenplatformsblur,creatingaconvergingecosystemofmultifacetedmediabrands.

Thistransformationismorethanjust

semantics;itrepresentsafundamentalshift

inhowcontentiscreated,consumed,and

distributed.Thesituationisfurthercomplicatedbynamingconventionsthatoftenconfuse

bothaudiencesandindustryprofessionals,

potentiallyunderminingaudienceclassificationeffortswhenthereisuncertaintyabout

inherentlysimilarVODdifferentiatorslikeAVOD,SVOD,BVOD,andTVOD.

Thesetechnical(orsometimeslegal)terms,

whicharefrequentlybasedondefinitions

thatcanbecomeoutdatedquickly,alsopose

barrierstounderstandingandengagement,

makingitchallengingforthemediatoconnectwithitsaudienceandeffectivelyconvey

importantinformation.

Meanwhile,othersbelieveCTVitselfisa

needlesslycomplexterm,andtheindustry

shouldfocusmoreonthequalityofthe

contentandlessonthebuyingmechanismsandjustcallitTV!3

Thereisasimilarappetiteforsimplificationelsewheretoo.AslinearTVsdefinition

becomeslessobvious,forexample,some

industryvoicesaretalkingofconvergent

TV,atermthatwouldbetterrepresentthe

convergenceofvarioustelevisiondistributionplatformsandtechnologiesintoasingle,

integratedviewingexperience.4

Thisreportwasproducedusingmediadefinitionsthatarebroadly,thoughnotuniversally,sharedacrossthesector,aligningwiththosereferencedinbothWARCsandGroupMsadspendforecasts.Wherenuances

orconvergenceoccur,wehavenotedthemand

acknowledgethatsomedefinitionsremaininflux.

What’sinaname?

5

Themediaecosystem

Syntheticmediaheraldsanewera

Onthesubjectofcomplexmediadefinitions,theindustrycollectivelyshoneaspotlightonarelativelynewtermin2024:syntheticmedia.

Thisreferstotheabilitytogeneratehighly

realistic,entirelymachine-madecontentusingartificialintelligence(AI).5Whetherthenamesticksornot,syntheticmediaispoisedtohaveaprofoundimpactonthesector.

MajormediaownersincludingtheUKs

largestcommercialbroadcaster,ITV,and

AmazonAdshavealreadytrialledproducingadsandtoolsusinggenerativeAI(seepage

18)6,whileattheuserlevel,theinfluenceof

syntheticmediaiswidelyapparent.Social

mediaplatformsarefloodedwithsyntheticart,music,text,andvideo,whileAIisalsohelping

producepodcastsandeditvideo,allowinganyonetocompetewiththosewithlargerproductionbudgets.

Althoughsyntheticmediaisnotconsidereditsownuniquedeliveryform,ithasalreadybeguntoshapeothertypesofmedia,andsyntheticdataisevenbeingtrialledinsomeformsof

mediameasurement(seepage40).

6

What’snextin2025?

Mediachannelsataglance

Television&video

TVisnowaconvergedmedia,incorporatingmultipleplatformswherelinear,connected,andstreamingcoexistamongmyriadotherdefinitions.

LinearTV

ConnectedTV(CTV)

Streaming/VOD

Challenge

Fragmentingviewershipcontinuesasaudiencesshifttoon-demandstreamingplatforms,makingitharderfor

advertiserstojustifylargelinearTVbudgetsinisolation.7However,thespeedofchangediffersfrommarketto

market–whichiswhyit’sessentialtousetoolslikeCross-PlatformView™tounderstandthedirectionandpaceofthechange.8

TheCTVmarketishighlyfragmentedwithmany

devicesandplatforms,makingitdifficultforadvertiserstotrackwhoiswatchingandwhen.

Saturationofthestreamingmarketandbudget

restrictionsareforcingplatformstoreducethe

numberandcostofcontentcommissions,limitingfresh,exclusiveshows.Meanwhile,subscription

fatigueisagrowingissue.11

Opportunity

LinearTVisbothhighlytrustedandsecuresmassive

audiencesduringliveeventslikesportsandnews.9

Andnewcollaborations,suchasFreelyintheUK,bringbroadcasterlinearandon-demandservicestogetherintothesameCTVplatformtomaximiseprominenceandenableaccessibility.10

CTVofferspreciseaudiencetargeting,givingadvertiserstheabilitytorefinecampaignsandreachspecific

segments.ThegrowingnumberofCTVdevicesgloballyalsoopensupnewrevenuestreams.

Streamingservicesareexploringadditionalrevenuestreamsthroughadvertisingformats,merchandise,gaming,andexperienceslinkedtopopularshows,tappingintofanloyalty.12Additionally,subscriptionbundlingandamoveintosportsshouldhelpto

overcomechurn.

Themediaecosystem78

Newsandmagazinemedia

Outofhome(OOH)

Socialmedia

Search

Cinema

Challenge

Printeditionscontinuetoexperienceasizeableshift,withfeweradvertiserswillingtoinvestinprintadspaces

alonedespitehightrustand

effectiveness.Meanwhile,onlinenewsandmagazineplatformsgrapple

withtheriseofad-blocking,syntheticcontent,growingprivacyconcerns,

andthe(uneven)phase-outofthird-partycookies.

Whilstsolutionsareunder

development,attributionandeconomicmodellingremainatechnicalobstacleforout

ofhome.14

AsnewAItools–includingdeepfakesandchatbots–becomemorewidelyavailable,platformswillneedto

findnewwaystomanagethe

disseminationofmisinformation,

disinformation,andtoxiccontent.15

Searchalgorithmsareincreasinglycomplex,andgenerativeAItools

arechanginghowuserssearchforinformation,makinglong-standingSEOstrategiesalotharder.

Withtheriseofstreamingservices,

sophisticatedhomeentertainment

systems,andsoaringproduction

costs,fewerfilmsarebeingmadefortheatres,andaudiencesarebecomingmoreselective.Thisplacespressureonstudiostoproducefilmsthatarebothcriticallyacclaimedandcommerciallysuccessful–acrisisofconfidencethatseesstudiosmoreoftenthannot

leanintosafebets,oftenbasedonestablishedfranchises.19

Opportunity

Printiswitnessingsomerenewed

DigitalOOHoffersdynamic,flexiblead

Withforecastsprojecting60%of

VoicesearchandAI-poweredsearch

AsDune:Part2demonstrated,

interestasscreenfatiguegrows,with

optionsinhigh-trafficareas,remaining

timespentonsocialplatformsin

toolsrepresentnew,evermore

premiumcinemaexperienceslike

readersvaluingitstactilenature.It

oneofthefewmass-marketchannels

theUSin2024tobeaccounted

intuitivewaysforuserstodiscover

IMAX,DolbyCinema,andevent

alsoofferspremiumbrand-building

available,alongsideTVsetviewing.

forbyvideo16,andthegrowing

content.There’salsosignificant

screeningsprovecinemastilloffers

inventoryforadvertisers,particularly

Innovativecampaigns,liketailored

opportunityforsocialmediaas

potentialforsearchenginesto

unrivalledsharedexperiences

whentargetingnicheaudienceswho

interactivebillboards,arealsocreating

adiscoverychannelsignalsa

dominateAI-ledexperiences–ifthey

impossibletoreplicateathome–and

viewprintasmoretrustworthy.13

memorableexperiencesforaudiences.

significantshiftinsearchdynamics,

adaptquickly.

appetiteishighpost-pandemic.20

Beyondprint,programmatic

Moreover,integratingOOHwithother

presentingnewopportunities

Eventmoviesandlive-streamed

advertisingcontinuestoadvance,

channels,suchasmobileanddigital

forplatformgrowthasbrands

eventsincinemasarealsoagrowing

leveragingfirst-partydatatodeliver

radio,cancreateamorecomprehensive

shiftstrategiesandinvestments.

trend.

morepersonalisedandeffectiveads.

andimpactfulmarketingstrategy.

Incorporatingin-appsearchadscanmergetheutilityofsearchengines

withtheculturalresonanceofsocialmedia,creatingamoreeffective

andholisticapproachtoconsumerengagement.1718

Themediaecosystem910

Retailmedia

Deliveringaseamlessomnichannel

experienceremainsdifficultasretailersgrapplewithbalancingphysicaland

onlineadvertisingforms.24

Retailmediaisrapidlygrowing,driven

byfirst-partydataandtheabilityto

personaliseadsinrealtime.Brandscandirectlytracktheimpactofmediaon

sales,offeringclearattributionandbetterreturnoninvestment.Asanewmedia,

itisalsobenefitingfromhugehypeandinterestasbrandsexperiment.25

Onlineaudio

Radio

Challenge

Lowerbarrierstoentryhaveflooded

thepodcastmarket,makingitharderfornewshowstostandout.Fast-

forwardingthroughpodcastadsisalsoasignificantproblemforadvertisers.21

Thediversificationandfragmentationofthelisteningexperienceopensup

newmeasurementandmonetisation

issuesasestablishedradiobrandsseektoleveragetheirincreasinglydiverse

platforms.23

Opportunity

Podcastscontinuetogrowinpopularity(asdoliveeventsformanypodcast

hosts),offeringbrandsahighlyintimatewaytoconnectwithlisteners.Many

podcastlistenerslookupproductsmentionedbyhosts,providing

uniqueconversionopportunitiesforadvertisers.22

Radio’sreachstillremainshighanditisahighlytrustedsourceofcurated

content,withthepotentialtoblend

linearandstreamingofferings.Being

largelyalivemedia,italsobuilds

connectionsandcommunitiesthroughsharedlistening.Digitalextensionsof

radio,likepodcastsandon-demand

shows,areaddingreachandappealtonewaudiences.

Themediaecosystem

1112

Content

Theboom,bust,

andbattlefor

audienceattention

Marketsaturation,shiftinggenerational

preferences,andtechnologicaladvancementsarerevolutionisinghowaudiencesengage

withcontent—challengingmediagroupsandplatformstoinnovateandadapt

2024Trends

Streamingbundleshelpcombatsubscriptionfatigue

In2024,manymediacompaniesintroduced

bundledstreamingservicesaspartoftheir

continuedeffortstotacklesubscription

fatigue.Viewers,increasinglyfrustratedwith

theexpenseofjugglingmultiplesubscriptions,oftencancelledafterconsumingspecific

content,leadingtohigherchurnrates.

AccordingtodatafromKantarEntertainmentonDemand,thistrendofsubscribe,watch,

cancel,repeatknownasboomerang

behaviourhasbecomemoreprevalentasconsumersseektoreducecosts,andwas

identifiedin46%ofUSconsumersoverthelast12months,and23%intheUK.2627

Bundlingoraggregationisastrategic

response,offeringmorecontentatalowercombinedpricetohelpretainsubscribers.

IntheUS,Disney,Hulu,andMaxlaunched

acombinedbundletogether,simplifying

theconsumerexperience,whileComcast

launchedapackagethatincludedAppleTV+,Netflix,andPeacock.28AmazonPrimeVideo

usersintheUSwillalsobeabletosubscribetoAppleTV+throughPrimeVideothelatestservicetojoinover100streamingservicesontheplatform.29Asbundlinggainedtraction,itbecameclearthisapproachcouldhelp

mitigatechurnandstabilisethemarket.

Endofthecontentboom?

ThechallengesofmarketsaturationhavealsoledplatformslikeDisney+,Netflix,andAmazontobemoreselectiveintheirinvestmentsin

originalcontent,ortoleanintoestablishedlibraries.Risingproductioncosts,coupledwithintensifyingcompetition,haveforcedcompaniestoreassesstheirstrategies.

Audienceshavealsostartednoticingtherapidcommissioningandcancellationcycles(aswellastheimpactofthe2023writersandactors

strikes),withfewernewreleasesthanduringthepeakyearsofthestreaminggoldrush.Inthesecondquarterof2024,thenumberofUSproductionsdroppedby40%comparedwiththesameperiodin2022,whileglobaloutputsawa20%decline,accordingtoProdPro.3031

Despitethecoolingmarket,audiencedemandforcontentremainsstrongbutrequiresa

balance.Forexample,KantarMediasTGIshowsthat,onaverage,43%ofconnectedconsumersacross37marketsprioritisethetypeofcontentofferedwhenchoosinga

platform,while42%focusonthequantityavailable.Thissuggeststhat,evenasthestreamingboomwanes,thequalityand

diversityofcontentwillcontinuetodriveconsumerdecisions.

Extendingaudiencereachthroughmulti-platformstrategies

Casestudy:ColinfromAccounts

5%

6%

3%

30%

29%

35%

27%

41%

33%

16%

23%

23%

24%

4%

4%

34%

25%

15%

22%

3%

29%

19%

13%

36%

6%

28%

18%

14%

34%

6%

8%

23%

22%

14%

15%

14%

16%

42%

40%

Episode1

Episode2

Episode3

Episode4

Episode5

Episode6

Episode7Episode8

Source:Barb

ColinfromAccounts

boxsetandweeklyepisodesfrom

September2024

Pre-transmission(VOD)Broadcastlaunch

1-7days8-28days29+days

↓

Thechartbelowillustratestheviewing

lifecycleofthecomedyColinfromAccountsintheUK,showingaudienceengagement

acrossliveBBCbroadcastsandthe

streamingplatformiPlayer.Itdemonstrateshowaboxsetreleasestrategysustains

viewershipovertime.

ooooContent1516

A

Generationalcontentpreferencesshapestreamingstrategies

GenerationaIdifferencesincontentpreferencessignificantIyshapedstreamingstrategiesin

2024.GIobaIIy,youngeraudiences(aged16-24)exhibitedastrongpreferenceforanimations,

Koreandramas,andHispanic/Latinashows

accordingtoKantarMedia/sTGI.ThisisIeadingtopIatformsIikeNetflixgreenIightingmore

animatedseries,particuIarIyanime,tocatertotheseviewers.32

Incontrast,oIderaudiences,particuIarIythose

aged55-64,showamarkedpreferencefor

actionandadventuremovies,andare33%moreIikeIytoseekoutsuchcontentcomparedwith

youngergroups.Crime,thriIIer,andmysteryfiImsaIsogainpopuIaritywithage.

ThisgenerationaIshiftreflectsbroaderchangesincontentconsumption,withviewersunder

35moreIikeIytofavourdiverseandgIobaI

programming.Koreandramas,inparticuIar,

havegainedahugefoIIowinginthiscohort.AsstreamingpIatformscompetetomeetthese

variedtastes,theirprogrammingdecisionshavecertainIybecomemoretaiIored,ensuringa

richer,moreengagingviewingexperienceforaIIgenerations.

17

Content

Syntheticcontent

Theriseof’synthetic/media,poweredbyAI

advancements,isbeginningtotransformthe

contentcreationIandscape.AI-generatedcontent

isbecomingincreasingIysophisticated,enabIingtheproductionofhyper-reaIistic,yetentireIymachine-

made,media.WhiIethistechnoIogicaIIeapbrings

concernsaroundmisinformationanddisinformation,itaIsoopensupnewavenuesforcreativityand

innovation.33

ProductioncompaniesIikeLionsgateareembracingAIinbothpre-andpost-production,coIIaborating

withfirmsIikeRunwaytotapintoextensivemedia

archives,whiIeAmazonhasaIsobegunoffering

cost-consciousadvertisersAIimage,videoandaudiogenerators.34

MeanwhiIe,sociaImediaisnowawashwithsyntheticcontentasusersaregivenaccesstopowerfuI

generativeAItooIstoheIpcreateimages,text,video,andaudio.ThetooIsaIsoheIpwithpreviousIyoff-

IimitseditingandproductioncapabiIities.

However,assyntheticmediamovesintothe

mainstream,theindustryfacespressingethicaI

chaIIengesaroundauthenticity.Thegrowing

prevaIenceofAI“deepfakes”isaIreadyeroding

confidence,enabIingpeopIetodismissorquestionreaIeventsmoreeasiIy.ItaIsointroducesIotsmorecontentintothemediaecosystems,makingthe

fightforattentioneventougher.

18

A

Contentmoderationputtothetest

In2024,X(formerIyTwitter)becameagIobaI

experimentintestingtheIimitsof’freespeech/

onIine-whiIehighIightingthesignificantbusinesschaIIengesofabandoningcontentmoderation.AfterIooseningitspoIiciesinfavourofamore

absoIutistinterpretationoffreespeech,the

pIatformfacedacompIex-andIargeIynegative-reaIity.TomuchfanfareandthreatsofIegaI

action,brandsandadvertiserswithdrewtheir

ads,citingconcernsaboutbrandsafety.InBraziI,XwaseventemporariIybIockedforfaiIingto

compIywithreguIationsregardingunmoderatedcontent.

ToiIIustratethescaIeoftheissue,X/sSeptember2024transparencyreportreveaIedasharp

decIineinenforcement,withonIy2,361accountspenaIisedforhatefuIcontentinthefirsthaIf

of2024,comparedwithonemiIIioninIate

2021.35Thisstarkcontrastdemonstratesthe

criticaIroIecontentmoderationpIaysintoday/smediaecosystem,assentimentandIeveIsof

engagementhavefaIIen.3637

Olympicsdriveviewershipin2024

TheParisOIympicssparkedasignificantsurgeingIobaIviewership,withbroadcastersreportingrecord-breakingnumbers.Inthehostnation,

FranceTéIévisionsaveraged23.2miIIionviewersfortheopeningceremony,peakingat25.2

miIIion.BeINSportsreporteda145%increaseintheMiddIeEastandNorthAfricacompared