Observed Signal · Dec 18, 2025 · Forecast · Source: VideoWeek · Impact: 3/5 · Sentiment: Positive
AI Legal Challenges Seen as Losing Battle in 2026
VideoWeek commissioned six analysts to forecast 2026 across media, video and TV advertising. The outlook positions online video as the growth engine, with subscriptions remaining the cornerstone of premium streaming revenue (~90%), while ad-supported tiers stay a minor share (under 10%). AI’s role in planning, creative and measurement is set to expand, yet attitudes toward AI remain mixed. A pragmatic shift is anticipated: attempts to legally halt AI’s involvement in creative processes or IP training will likely be seen as a losing battle, driving emphasis on monetizing AI-enabled workflows. The discussion also foresees sustained M&A activity (including potential Sky–ITV and Warner Bros. Discovery–Netflix or Paramount deals), growth in data partnerships and privacy-preserving tactics like clean rooms and AI-driven marketing mix modelling (MMM). Broader themes include data governance, trusted AI, and transparent supply paths in ad tech.
Industry-wide AI implications and potential M&A activity shaping AdTech
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Key Takeaways & Evidence Grounding
- VideoWeek asked six analysts for predictions for 2026 across media, video and TV advertising.
- Online video advertising is forecast to be the big growth area in 2026, led by Google and Meta.
- Omdia predicts ad-supported streaming revenue will be under 10% of premium streaming revenue, with subscriptions around 90%.
- A pragmatic shift is expected: legal challenges to AI may be viewed as a losing battle; focus on monetizing AI processes.
- Potential mergers on the horizon include Sky–ITV and Warner Bros. Discovery–Netflix (or Paramount).
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CTV & AI Growth; Video to Counter AI Threat
Week in Charts flags CTV and AI as the main growth areas in IAB Europe’s Attitudes to Digital Advertising, with agencies (76%), publishers (54%), and ad tech (81%) naming CTV and 60% of advertisers citing AI as growth drivers. Reuters Institute notes publishers will focus more on video in the AI era, citing declines in traffic referrals from AI search results. Ampere Analysis forecasts global content investment reaching $255 billion in 2026, up 2% from 2025, led by streaming with spend rising 6% to $101 billion while broadcasters stagnate or decline. CoComelon tops end-of-year video streams, led by The Wheels on the Bus, with Bruno Mars songs in second and third and Golden from Netflix’s KPop Demon Hunters in fourth. The Week in Stocks section highlights movements in Roku, The New York Times, and Adobe, and the piece weaves in signals around AI, M&A, pricing, and measurement shaping the ad tech and video ecosystem.
German Court Invalidates Amazon Prime Price Adjustment Clause
Germany's Federal Court of Justice (BGH) ruled Amazon's 2022 Prime price increase invalid due to intransparent contract clauses, specifically clauses 5.2 and 5.3, which violated § 307 BGB. The court found customers were not adequately informed of their rights upon price changes, constituting an unreasonable disadvantage. As a result, Amazon must temporarily revert prices for members who joined before September 15, 2022 and have had continuous membership since then. Affected customers can claim refunds for up to three years, either individually or by joining the class action led by Verbraucherzentrale NRW, which has about 145,000 registered claimants. A separate class action is ongoing regarding Amazon's introduction of ads in Prime Video, which users can avoid for an additional fee. Amazon will inform affected members before their next payment. This ruling sets a precedent for similar cases against Netflix, Apple TV, and Wow.
GVTLabs launches AskGVT to make video content searchable
GVTLabs, founded by InfoSum's Nick Halstead, has emerged from stealth with AskGVT, an AI product that makes video content searchable. The tool allows users to query a creator's video feed and receive text-based answers along with relevant video clips. It differentiates itself by sourcing answers solely from the creator's own videos, preserving their voice and expertise. Creators can offer access to their AskPage via day, week, or monthly passes, control which videos are searchable, and use a Studio for content planning. Enterprise products include GVTLabs Studio, Roster, and Channels for media companies and rights holders to mine their archives for insights or campaign planning. The company has appointed Rhys McLachlan, formerly ITV's Director of Addressable Advertising, as Head of Media Partnerships.
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