Our Scans · (ZY.4.18) Media Studies · Weekly Summary

• [New] The creator economy in the US has cemented its place as a driving force in media consumption habits, with advertising spend projected to reach US$37bn by the end of this year. C21media
• [New] Media companies' spending on AI will grow at a compound annual growth rate of 37.2% between 2024 and 2029, from $2.6 billion to $12.5 billion. Yahoo Finance Singapore
• [New] Creator economy ad spend is projected to reach $37 billion in 2025 - a 26% increase year-over-year, about 4 x faster than the media industry overall (5.7% per IAB 2025 Outlook Study: September Update). Cision PR Newswire
• [New] Creator-economy ad spend will eclipse traditional media in 2025. Quickplay
• [New] Social media companies that fail to take reasonable steps to get children and teenagers off their platforms will face fines of up to $50 million. Australian Broadcasting Corporation
• [New] 72% of people across 25 nations view the spread of false information online as a major threat to their countries, with social media being the primary news source for younger audiences worldwide. EurekAlert!
• [New] Retail media advertising spend reached $29 billion globally excluding Amazon, while CTV's share of media budgets is projected to double from 14% to 28% by 2025. PPC Land
• [New] On the channel front, retail media is gaining further traction, with 69% of CMOs seeing it as critical and 67% expecting to increase their investments in 2026. Marketing Dive
• [New] NIQ emphasized a need to better integrate cross-channel data and wed off-site and on-platform retail media ads to create true full-funnel campaigns in 2026. Marketing Dive
• [New] The YouTube TV blackout underscores the ongoing power struggles between content creators and distributors, which other media companies will observe closely for their own future negotiations. FinancialContent
• [New] AI will trigger jobs chaos, not mass job loss. MarketingProfs
• [New] Efficient multilingual communication will increasingly become the key as Mexico continues to globalize, especially through trade agreements such as the United States-Mexico-Canada Agreement. Yahoo Finance UK
• [New] In 2026, content creators are shaping every part of the media ecosystem. Marketing-Interactive
• [New] Social media will continue to be one of the main trends in marketing for companies up to 2025. Zoviz
• [New] The strongest social media strategies in 2025 will come from teams that understand how to use AI as support rather than a replacement. Marketing Insider Group
• [New] In 2025, predictive analytics will become a standard part of social media platforms. Marketing Insider Group
• [New] While chatbots are already common, in 2025 they will become more natural in communication. Marketing Insider Group
• [New] Public-Facing Documentary Projects: Partnering with the Department of Defense or public broadcasting outlets, AI-driven restoration could support educational media, especially for under-told or niche military stories. Military.com
• [New] We believe the media will continue to make the necessary impact to safeguard the future of Ghana. Myjoyonline
• [New] Massachusetts amplified risk messaging on Triple E and West Nile via medical providers, community groups and local media. School of Public Health | Brown University
• [New] The decline in diverse media sources could affect the work of historians, who may have to rely more heavily on conducting interviews to understand historic events. Australian Broadcasting Corporation
• [New] Constant Russian claims that Kupyansk will soon fall are part of an information warfare effort - likely to create a false impression of Russian advances for media audiences both at home and abroad. Critical Threats

Last updated: 27 November 2025