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It’s like the Revolutionary War all over again — the Americans and the French ally with each other to fight the English, in this case WPP. (To be fair, they’re also fighting a fellow French company as well as an American one.)

The under-the-radar joint venture between America’s largest independent media agency Horizon Media and French-owned holding company Havas to create Horizon Global is seemingly well underway, involved in multiple pitches for businesses with a strong U.S. base and international aspirations and visiting the pitch consultants to make sure it’s part of the consideration set.

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If 2025 was the year YouTube really turned the screw on traditional TV, 2026 is shaping up as the year the rest of big tech does the same.

To see why the living room has become a battleground the major platforms can’t ignore, here are five charts that lay it out in graphic detail.

Social media is increasingly social entertainment

Let’s start with this before going into the research. Short-form video is swallowing a growing amount social media time, which already commands more attention than ever

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