This week: Netflix’s ad-supported tier sees big gains, Spanish TV advertising weakens while digital surges, and AI literacy becomes a must-have marketing skill.
Streaming Ads Gain Ground
Digital transformation continues to reshape advertising. In the UK, streaming platforms are becoming major advertising arenas. Netflix’s ad-supported tier recorded a 34 per cent increase in viewing hours between November 2024 and April 2025. This growth highlights the expanding opportunities for impactful, brand-safe advertising placements on streaming services.
Spanish TV Advertising Declines
In Spain, traditional TV advertising continues to lose ground. Investment in linear television fell by 8.3 per cent in the first half of 2025 compared to the previous year, with total TV ad revenue down 5.9 per cent to €886.1 million. Mediaset and Atresmedia reported the largest declines, signalling a clear shift away from broadcast media.
Digital and AI Push in Spain
By contrast, Spain’s digital market is thriving. AI-powered targeting and programmatic bidding are improving efficiency and return on investment. Advertisers are also embracing short-form video content and influencer partnerships, particularly on TikTok and Instagram, making digital the growth engine of the industry.
AI Literacy Becomes a Core Marketing Skill
In the UK, AI literacy has moved into the top five in-demand marketing skills. Just a year ago, it ranked only 18th. This rapid rise shows how integral generative and data-driven tools have become in campaign planning, optimisation, and insight generation.
