Hulu vs YouTube

Netflix Heads for Worst Year Since 2022; Wells Fargo Downgrades

Wells Fargo analysts downgraded Netflix to 'Underweight' from 'Equal Weight' and reduced their price target from $80 to $57, signaling a potential 24% downside. The downgrade is driven by declining engagement metrics, as viewership dropped 1.6 hours per subscriber per day in the first half of 2026, an approximate 8% decline adjusted versus 2023. Netflix shares have fallen nearly 20% in 2026 and 28% over the past year, putting it on track for its worst performance since 2022. The bank emphasizes that hit content is essential for a recovery. Despite this bearish outlook, most analysts (38 of 52) still rate the stock as a buy or strong buy, indicating a divergence of opinion.

• Wells Fargo downgraded Netflix to Underweight from Equal Weight.
• Price target cut to $57 from $80, implying 24% downside.
• Netflix viewership fell by 1.6 hours per subscriber per day in H1 2026.

Carter's Brand Refresh Targets Gen Z and Millennial Parents

Carter's has unveiled its first major brand refresh since 2000, aimed at appealing to Gen Z and millennial parents. The refresh includes a new logo (with an apostrophe replaced by a shooting star), a new visual identity, and a brand commitment: 'to let every child's light shine.' The accompanying 'Watch Them Glow' campaign launched on September 16, 2026, features a 60-second commercial on CTV platforms like Nexxen, Roku, Disney+, and Hulu, as well as digital and social channels. The campaign emphasizes self-expression and individuality, supported by Pew Research data. Carter's also introduced a creator program called 'Light Makers' with up to 15 Glow Grants in the first year. The rebrand follows new CEO Sharon Price John's appointment and increased marketing spend, contributing to a 5% net sales increase in Q2 2026. Partnerships with Outward Bound and Boys & Girls Clubs of America support children and families.

• Carter's launched its first major brand refresh since 2000, including a new logo, visual identity, and brand commitment: 'to let every child's light shine.'
• The 'Watch Them Glow' campaign launched on September 16, 2026, with a 60-second spot airing on CTV platforms like Nexxen, Roku, Disney+, and Hulu.
• The new logo replaces the apostrophe in 'Carter's' with a shooting star.

IAB Targets Creator Spend Standardization as UK Hits £1bn, US Nears $44bn

At its inaugural Creator Fronts during Global Creator Week, the IAB highlighted the rapid growth of creator marketing, with UK advertiser spend projected to exceed £1bn in 2026 and US spend nearing $44bn. IAB executives emphasized the need for standardized metrics, particularly a common definition of 'view', to reduce friction and unlock further investment. The organization announced its Trusted Creator Brand Deal Initiative to establish common definitions and rules. Presentations from platforms like Meta, YouTube, and Twitch showcased their creator monetization tools, while Unilever's Dove campaign was cited as a success story using 490 creators. The event underscored the creator economy's transition from a niche channel to a core part of the advertising industry.

• UK advertiser spend on creators is projected to reach £1.217bn in 2026, a 26% growth rate.
• US advertiser spend on creators is on track to reach $44bn in 2026, growing four times faster than the overall media industry.
• The IAB announced its Trusted Creator Brand Deal Initiative, set to launch next month, to standardize basic metrics.

YouTube debuts new Creator Shows at the Venice and Toronto International Film Festivals

YouTube announced new Creator Shows debuting at the Venice and Toronto International Film Festivals, along with a YouTube TV setup guide for NFL Kickoff weekend.

John Lewis Embraces AI 'Share of Model' Metric

John Lewis launched a celebrity vodcast to reinforce its gift-giving association and address the growing share of AI-driven product discovery. The article discusses the emerging 'Share of Model' metric, which measures brand visibility in AI-generated answers. It highlights research showing AI's increasing role in search, with AI Overviews reaching two billion users and reducing click-through rates. The piece outlines five strategies for brands to improve their Share of Model, including authenticity, PR, community engagement, content creation around real questions, and technical SEO. It positions the metric as a diagnostic tool alongside Share of Voice and Share of Search.

• John Lewis launched a 'Gift List' vodcast with Angela Scanlon.
• Outgoing MD Peter Ruis reported AI-based product searches rose from 0.3% to 2.5% in a year.
• A July 2026 YouGov study found 31% of UK adults used an AI assistant in the past month.