Category: In the News

The most telling point (so far) of Netflix’s proposed acquisition of Warner Bros Discovery, HBO and streaming businesses came from the company itself. In pushing back on claims that the deal would be anti-competitive, Netflix co-CEO Greg Peters pointed to YouTube as a bona fide rival that it would still trail with Warner Bros stack — a point that would’ve sounded far-fetched not that long ago.

That framing reflects a broader shift in how competition in video is actually playing out. The fight is no longer just about who owns the biggest library or who can stack the most subscribers. It’s also about who captures attention, who sets the viewing habits and who becomes the default place people go when they open a screen.

Which helps explain why Netflix increasingly frames itself not only against other streamers but to YouTube — a platform that dominates watch time, reaches a far broader audience and is quietly reshaping what “television” even means. Read on to see where that shift is now, in clear graphic detail.

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In January, Nick Pugh will take on a new role at Ebiquity, one that quietly reflects how unsettled the business of marketing has become.

He will become the media management firm’s chief marketing effectiveness officer, assuming a global remit after several years as U.K. managing director and later overseeing Ebiquity’s EMEA markets. His latest move pulls him away from general management and back toward a discipline that, until recently, sat at the edges of marketing organizations. Now, it’s moving closer to the center.  

In practical terms, Pugh’s job is about tapping into that shift. His focus will be on helping advertisers decide earlier what success could look like and which signals should actually guide decisions. That means stress-testing channels for incrementality, shrinking bloated metric frameworks into tighter scorecards tied to business outcomes and comparing performance across markets to shape future spend. A growing hare of that will land in the U.S. where Ebiquity is looking to spend its effectiveness business and where advertisers are confronting the same measurement problems — just at a much larger scale. 

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