Our exclusive survey data examines the path to purchase across six markets in Latin America as digital marketplaces, social commerce, and AI reshape shopping behavior.

Esports and gaming creators represent two distinct but overlapping opportunities for marketers seeking to reach engaged audiences.

Amazon’s Twitch platform is testing pause ads as 51% of viewers act on them, betting on less intrusive formats to drive livestream reach.

Social media tops the priority list for 84% of US digital media professionals, outpacing influencer marketing (61%) by 23 percentage points, according to an October survey from Integral Ad Science and YouGov.

Creator marketing will scale in 2026 as brands chase measurable outcomes. At the same time, pressures from AI, shifting platform incentives, and rising automation will reshape how creators earn and grow.

TikTok is increasing subscription revenue shares for US and Canadian creators, now offering these creators as much as 90% of subscription earnings, per a company announcement. Advertisers should maintain strong partnerships with TikTok creators for their ability to connect with large, engaged audiences, but continue exploring other short-form opportunities in the event that the US-exclusive TikTok app causes an audience exodus or has other unforeseen problems.

YouTube is making livestreaming a central pillar of its platform with its most sweeping update yet. More than 30% of logged-in viewers watched live video in Q2 2025, and new features aim to boost engagement and monetization. Updates include YouTube Playables, dual horizontal and vertical streaming with a unified chat, AI-generated highlight Shorts, and side-by-side ad formats that don’t interrupt streams. The company is also enabling midstream exclusivity for members. For creators, livestreaming is now easier to scale and monetize; for brands, it’s a fresh avenue to connect with highly engaged audiences—and increasingly, to drive commerce.

The news: Instagram added new limitations to its livestream feature, now requiring creators to have a public account with over 1,000 followers to go live, per TechCrunch. Our take: While it could benefit Meta’s competitive position in the livestream space, Instagram’s latest restrictions will harm creators looking to break into the influencer space—necessitating rapid adaptation. Smaller creators could shift attention to other platforms with less restrictive livestream requirements—think YouTube, which only requires 50 subscribers to go live, and Twitch, which has no livestream minimum.

The news: TikTok announced updates to its ad capabilities focused on the evolving creator ecosystem at its fifth annual TikTok World event. Updates included an analytics tool for audience insights at different stages of the buying cycle, promotions targeting audiences likely to take action, and multiple changes to TikTok One. Our take: TikTok’s new offerings are key to reassuring advertisers and creators that the platform’s influencer tools still outperform rivals. The features will convince advertisers that TikTok is essential to connect with relevant creators, while showing creators that TikTok remains the best place to make partnerships.

YouTube brings side-by-side ads to livestreams: The move could help convince creators and advertisers that YouTube is the go-to livestream choice.

TikTok brings DMs directly to livestreams: The update is part of TikTok’s broader livestream push, designed to keep brands and creators around.

TikTok makes a bid to encourage creators, agencies to livestream: The push is part of the platform’s strategic effort to avoid a US ban.

In this report, we explore the world’s top region for retail and ecommerce, Asia-Pacific. Read on for a closer look at the markets in China, India, the Philippines, and more.

Twitch expands sponsorship opportunities: While the change might attract creators, whether brands will buy in is debatable.

Shoppable ads will be a focus for brands in 2025 as they test new formats offered by retail media networks and their media partners.

With luxury poised for a modest recovery in 2025, brands and retailers need to understand consumers’ buying habits and intentions in the world’s largest personal luxury goods market to win a share of spending.

This report presents five of the most intriguing and/or under-the-radar forecasts for 2025 that clients should be aware of, as compiled by our forecasting team.

TikTok is driving social commerce sales and buyer growth: The platform’s popularity and influence with Gen Zers contributed to its 2024 successes. We look at how that could change in 2025.

GenAI and social are set to heavily influence the UK commerce and advertising landscape in 2025, while thrifty consumer behaviors persist and video viewing shifts to mostly digital.