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Jamie MacEwan, senior media analyst at Enders Analysis, said that agencies were facing “sentiment volatility that will be tough for ad agencies to shake”.

He added: “Like it or not, their customers continue to spend big on Google and Meta. This leaves agencies increasingly dependent on a handful of platforms where they are outspent by SMEs and exposed to AI tools. That doesn't mean there isn't a lot for agencies to offer their clients in a complex media world, but clearly real-terms growth on a sector level will continue to be a struggle. That is why even Publicis' years of outperformance have not been significantly rewarded.”

According to Enders Analysis, Disney+ engagement in the UK has begun to improve after over 18 months of decline, with the gap to Netflix narrowing for the first time, albeit modestly.

The alternative networks — or altnets — have been badly hit by rising interest rates, amassing an aggregate £9 in bebt, according to the latest figures compiled by Enders Analysis.

Karen Egan at Enders Analysis says: “She definitely did benefit from a timing perspective, coming in after Jansen left.

“But to her credit she told the story much better than he managed to.”

“In this business, they say: sports sell subscriptions, entertainment prevents cancellations,” says François Godard. He is an analyst for the sports rights market and advises companies like DAZN and Sky, as well as the German Football League (DFL). Pay TV without sports rights is difficult, he says. In an industry where everything is now available on demand, a product that still consists primarily of live events is very valuable. Events that no one wants to miss. Sports are the perfect bait for subscribers.

“Netflix remains ruthlessly analytical and laser focused on engagement in the games space, and doesn’t have arbitrary guardrails for what is on or off platform,” said Enders Analysis head of media technology and games Gareth Sutcliffe in an interview with GamesBeat. “Roblox activations will remain in the games and marketing portfolio for some time, as it’s more than a quick execution sandbox given its current high growth trajectory. The brand support tools Roblox is bringing online combined with the overall UGC model are substantively complementary rather than competitive.”