Shopping mall mainstay Claire’s balances being on trend for Gen Alpha with being a nostalgic brand for parents by leaning into pop culture, putting the right messaging on the right platforms, and staying in constant contact with core consumers.

With content quickly buried and inactive users penalized, the platform is reworking search to give creators a longer runway and more consistent reach.

Digital audio consumption continues to grow in the US. Younger audiences are leading the way, adopting platforms like Spotify and audio content like podcasts.

The United Arab Emirates (UAE) is a fast-growing and lucrative ecommerce market. To tap into growth in the country, retailers and brands need to understand what motivates consumers.

Netflix, Patreon explore podcast potential: As competition in the podcast space heats up, brands are looking for unique value propositions to draw audiences.

YouTube nears top spot in media revenue: The video giant is expected to overtake Disney (excluding parks), leading the global media industry.

Social and streaming platforms now drive Gen Z’s content choices as algorithmic recs eclipse word of mouth for viewing choices.

Podcasts represent a small, but growing, revenue stream for creators. Brands want in on creator-led podcasts, especially as video becomes a more crucial component of podcasting. But both sides face challenges over concerns related to scale, brand safety, and ad loads.

Nearly five years since hundreds of Chinese apps were banned from India’s app stores, some can be found in the country’s Apple Store and Google Play once again. Will this open the door for other previously banned Chinese apps?

Government missteps turned into a viral ad for privacy, giving Signal a rare shot at user loyalty in a market crowded by data-hungry giants.

Variable notification frequency comes to YouTube: The test could help brands reach audiences and drive purchase decisions—but will require them to adapt.

India’s growing importance as an ad market: The world’s most populous country is seeing major shifts in time spent with media as competition ramps up.

Spotify will offer Partner Program in nine new markets: The platform hopes to attract more creators by expanding monetization opportunities—and draw attention from YouTube.

Why creator monetization matters: As influencer marketing spending grows, platforms that offer consistent payouts will retain creators who provide valuable ad space.

Influencer marketing is maturing and diversifying. While the turmoil at TikTok and the escalating trade war are causing temporary uncertainty, the industry will remain resilient as momentum around influencer marketing grows.

YouTube tops TV rankings: Nielsen’s February data shows YouTube capturing 11.6% of TV viewing, overtaking Disney and redefining the streaming landscape.

This year’s festival highlighted a maturing creator economy, a reality check for AI, and bigger and bolder brand activations and marketing trends.

Substack vies for video content: While video use on the platform is growing, Substack has a long way to go—and risks alienating its core base.

As college sports amateurism dies, marketers are increasingly working with student-athlete influencers.