The EU’s regulatory environment will hinder investment in AI-generated ads and agentic commerce in 2026. But TikTok Shop’s expansion will be a catalyst for live commerce.

TikTok’s 2024 revenues in the UK, Europe, and Latin America surged 38% to $6.3 billion, more than doubling 2022 levels, per filings cited by Forbes. The growth underscores TikTok’s strength outside the US, where a divest-or-ban standoff continues. Yet regulatory scrutiny in Europe looms large, with over $1 billion reserved for fines, ongoing probes across multiple countries, and potential penalties under the EU’s Digital Services Act. TikTok’s UK penetration tops 32%, with ad revenues projected to triple by 2027. Still, layoffs in trust and safety roles and a pivot to AI moderation could test regulators and user trust.

The news: The NFL may dominate sports viewership, but brands are also tuning into sports with smaller, but highly engaged, audiences. A Harris Poll report found that 70% of soccer fans are more excited for the World Cup because it will be hosted in North America. Beyond soccer, women’s sports is gaining momentum as a critical ad opportunity. WNBA team deals have increased 52% in two years, per SponsorUnited. Our take: Advertisers looking to reach tuned-in audiences at a lower cost of entry should view sports advertising opportunities like soccer and women’s sports as critical investments, not a last resort.

In our exclusive survey with ESW, data from shoppers in 18 countries reveals new twists in the path to purchase, the rising momentum of marketplaces, and the resilience of age-old fundamentals.

Regulation will disrupt some digital players, while retail media and genAI adoption will create opportunities across advertising and commerce.

OTT video is popular whether it’s free or paid. Every global region and country we track is engaged with these platforms, some very deeply. But new viewers will be hard to find.

Heura is on a mission to make plant-based meat better: The Barcelona-based startup is addressing the struggling food category’s cost and nutritional value issues.

Ecommerce sales have returned to modest growth in Western Europe as the economic outlook brightens and more people embrace the convenience of shopping via mobile phone.

Here are six charts that explore ecommerce in Europe by region, including our latest rankings of European markets by total digital sales.

Our latest forecast for 14 countries and three regions shows continuing worldwide growth for podcast listenership but at very different rates. And the sources of growth are shifting.

Legislation paving the way for tech entrepreneurs in Spain: A new startup law aims to make it easier for technology startups and investors to thrive. Will the rest of Europe catch on?

Total media ad spending worldwide will reach $628.63 billion in 2018, a 7.4% gain over last year. Mobile advertising’s share of spend is expected to climb to 29.2% this year.