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Time spent with digital games, flat. Digital audio, flat, but time spent watching CTV is really one of the only digital activities that is growing, users adding an extra 10 minutes of CTV time to each day in 2025. The other part of this as well, Paul Werner wrote Our Future of Digital 2025 report, linked in the show notes he was writing about this.

While the company鈥檚 cloud and AI services continued to drive growth鈥攚ith Azure reporting a 29% revenue increase and gaming revenues rising 61% due to the Activision Blizzard acquisition鈥攖he advertising segment showed a solid performance, demonstrating resilience in a competitive market.

I can see high income Gen Zers splurging on expensive items, for example, expensive TVs that are high quality since gaming is so popular in that generation. But I can also see for any item where they don't think it's necessary to splurge, really looking for those bottom of the barrel prices because at this point, they're used to seeing the TikTok Shop, the Temu, the Shein prices.

Nearly 71% of Gen Zers are digital gamers, per our forecast, and they鈥檙e likely to spend 3 to 6 hours gaming every week, according to a February 2023 poll conducted by Morning Consult. This is one of the few digital arenas where Gen Z beats millennials not only in penetration but in size鈥攂y nearly a million users, according to our forecast.

The big takeaway: Sony may be hesitant to insert advertisements into its mobile games due to its reputation for 鈥減restige鈥� experiences, but its interest in ads for other video game formats means it is still likely to experiment with mobile game ads.

The UK鈥檚 Competition and Markets Authority (CMA), which is currently overseeing Google鈥檚 plan to deprecate third-party cookies and was ultimately responsible for allowing Microsoft to acquire gaming firm Activision Blizzard. It has also hinted that it will compel Big Tech to share data with competitors.

Why advertisers need to keep up with consumer changes in streaming, social search, and gaming. Most teens and parents are comfortable with how much time teens spend on smartphones, social media. A slight increase in minutes per day with media, thanks to another boost for digital.

Saudi Arabia spends nearly as much time gaming as it does streaming. The country continues to take the top spot for both activities, as time spent with gaming reached 1:50 this year and time spent with online TV/streaming reached 1:53. However, only the former is a result of an increase in time, as time spent with streaming has taken a dip in most of the region.

Podcasting鈥檚 questionable metrics could hurt its ad business: Major podcasters spent millions on mobile game ads that dramatically inflated listenership.

The popularity in South Korea of esports鈥攚here gamers compete in set competitions at specific events鈥攎arks a different gaming pattern than in many other countries, where casual gaming leads to a greater daily time commitment. Australia. Ownership of digital devices in Australia is well above the regional average.

Microsoft鈥檚 decision reflects declining interest in heavy headsets, with next-gen AR glasses setting the stage for wearable tech鈥檚 future.

Gaming isn鈥檛 a popular pastime. Central and Eastern Europe and Western Europe are the only regions in which less than an hour per day is spent gaming. Time spent with gaming in Central and Eastern Europe has stayed stagnant, at 43 minutes, since H1 2021, but it hasn鈥檛 decreased in the last year (unlike in the rest of the world).

In order to close the deal, Microsoft had to make concessions, giving French publisher Ubisoft the cloud gaming rights to Activision games made during the next 15 years. But in the meantime, Microsoft is free to pursue cloud gaming tech for the games made by its many other subsidiary studios.

In the third of five reports in our 鈥淧ayments Ecosystem 2024鈥� collection, we unpack how the lines between POS hardware and software are disappearing as providers push the innovation envelope.

And to your point about people being able to watch on-demand gaming content, eSports viewership, we estimate it's about 30 million people in the country. Not nothing, 3-0 million, but very flat. However, twice as many Americans watch gaming video content separate to watching gaming competitions.

Yeah, so I think one key part of the data set is ownership metrics across a range of devices, including everything from VR headsets to gaming consoles, et cetera, et cetera, smartphones. And one of those key devices is smart TVs.

Other than gaming and broadcast TV, France is not particularly strong in most device and media activities. It was second in Western Europe and the world in game console ownership. It was also second in the region in time spent with gaming. Additionally, it鈥檚 Western Europe鈥檚 runner-up in time spent with broadcast TV鈥攁 category it had led in 2019 and 2020.

It's going to have impacts on social media, impacts on the entertainment industry, including the movie business, even the video game industry as well. So I think that's another area to watch closely. Marcus Johnson (18:46):. Let's end the show with this, Jacob. So Gadjo, our colleague, recently wrote about, "Salesforce moving from chatbots to intelligent agents as the next stage for AI business.