Entertainment drives brand growth

Brands that focus on entertainment are outpacing their more traditional peers. A new study shows 96% of the world’s top 30 most entertaining brands saw revenue growth last year. Audiences are rewarding brands that deliver joy, surprise, and story—not just features and benefits. For marketers, the takeaway is clear: creativity isn’t just a bonus, it’s a growth strategy.

YouTube dominates CTV

Meanwhile, YouTube continues to dominate the connected TV space, capturing nearly 10% of total TV viewership according to Nielsen’s latest Gauge report. That puts YouTube well ahead of streaming giants like Netflix and Hulu in terms of time spent on TV screens. It’s a strong reminder that YouTube isn’t just a mobile or desktop channel—it’s a living room platform that belongs in the CTV budget conversation.

TikTok rolls out AI for ad creative

TikTok just introduced “Symphony,” a suite of AI tools designed to supercharge ad production. It can generate scripts, edit videos, and optimize performance using TikTok’s own data. As brands seek to move faster without losing authenticity, tools like this signal a shift in how high-performing creative is built—especially in fast-moving, trend-driven environments.