Week in Charts: Starbucks Pours Discount Dollars into Marketing, YouTube Nears 30 Billion Videos, and S4 Capital Shares Pop
In this week’s Week in Charts, Starbucks pours discount dollars into marketing, YouTube nears 30 billion videos, and S4 Capital shares pop.
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Charts of the Week
AI and Shorts Drive Explosion in YouTube Content
YouTube has reached 29 billion total videos as of December 2025, according to figures from Omdia. The data suggests volume growth has accelerated over time, adding around 3.3 billion videos in its first 10 years, and 25 billion in the last 10 years. The research outfit said this recent growth has been driven by Shorts, AI-generated content, and expansion in markets such as India.
“Omdia research shows the least-watched 99 percent of videos account for just 9 percent of total viewing time,” added Daoud Jackson, Senior Analyst at Omdia. “Yet YouTube continues to host the equivalent of 280,000 years of video content, most of which is rarely watched – a fascinating aspect of the platform’s strategy.”
Concerns About AI Taking Over Marketing Procurement Roles on the Rise
The World Federation of Advertisers (WFA) has found growing concern among marketing procurement leaders that AI could take over their jobs, via a trio of surveys conducted over a 12-month period. In December 2024, just 13 percent agreed that AI could take their jobs. This rose to 32 percent in August 2025, then 46 percent in December 2025.
Latin American Companies Post Solid Revenue Growth in CMO Survey
Ninety-six percent of CMOs in Latin America reported revenue increases at their companies over the past 12 months, in Dentsu’s latest CMO Navigator survey. Revenue performance was slightly weaker in APAC, with 13 percent reporting flat revenues over the 12-month period.
S4 Capital Stock Jumps 47 Percent on Upgraded Guidance
S4 Capital’s share price jumped 47 percent last Monday after the Sir Martin Sorrell-owned marketing services group raised its guidance for its full-year 2025 results. The news provided a much needed bump for the business, which has issued a series of profit warnings in recent months, and the company’s stock price has fallen 27 percent over the past year.
The Week in Stocks
Agencies
Agency stocks are down across the board following Meta’s latest earnings update, which found the tech giant continuing to hoover up ad budgets, raising fresh concerns over AI tools threatening traditional agency work.
TV
Shares in Canal+ jumped 14 percent on Thursday after the French pay-TV company forecast better-than-expected cost savings and free cash flow synergies from its purchase of MultiChoice Group.
Publishers
Reach’s stock price continues to soar after the UK publisher signalled confidence in delivering £99 million in profit for 2025.
Ad Tech
US tech stocks took a dive on Monday as traders braced for a leadership change at the Federal Reserve and an upcoming jobs report, while renewed uncertainty around AI spending continues to spook investors.
Tech
Microsoft’s share price experienced its largest one-day drop since March 2020 on Thursday, when the software giant reported rocketing capital expenditure and disappointing cloud computing revenues.
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