As the desire to avoid marketing messages grows, ad blockers are going mobile. 

 even allows users to download browser extensions that free them from the plight of pop-ups. It extends beyond the internet too; 86% of TV viewers skip commercials. But why have we become so ad averse? And with ad blockers costing the publishing industry $22 billion in 2015, how are media outlets responding?

Ads are an intrusive nuisance, with banner ads and pop-ups regularly voted the worst offenders. In response, publisher 

 has been waging war. Its menswear publication 

 has begun asking readers to either turn their adblock off or pay to access, while 

 for the privilege of four weeks of ad-free reading. Meanwhile, 

 is a browser that removes ads and tracking software in return for micropayments.

The success of Spotify Premium – which in March 2016 surpassed 30 million paying customers – shows that people will pay to avoid ads. Nearly 80% of Netflix subscribers also say they would rather pay than see more ads and, hot on its heels, YouTube has joined the ranks of subscription services with 

.

Some fear that paying to avoid ads will create a ‘digital elite’, while others believe the solution is simple – offer better quality adverts. ‘Better quality’ often means native; by 2018, spending on native ads is set to 

. But considering that people’s aversion to online ads has never been higher, finding out you’re reading a sponsored post halfway through may be even more annoying.

People don’t like ads, and the success of Spotify Premium shows that they'll pay to avoid them. YouTube is now offering a similar option in the form of YouTube Red, giving users an ad-free experience and exclusive content. How might the loss of commercials impact the future of the ad industry?

YouTube Red: paying to skip the ads

With 79% of Brits rarely or never clicking online ads, brands are wasting huge sums of money on ineffective advertising. So how can companies entice consumers to voluntarily eyeball their content? Canvas8 sat down with 15 British men and women to find out what they think about online ads.

How do you feel about online advertising?

Saint Laurent has channelled the resurgence of reading and cultural nostalgia in a holiday campaign inspired by Proust’s In Search of Lost Time. Featuring John Waters, Charlotte Gainsbourg, and Addison Rae, the spot taps into a renewed appetite for intellectual pursuits and cultural cachet.

YSL leverages cultural currency in holiday campaign

While progress has in no way been swift, sports video games are slowly but surely evolving to platform female athletes. As interest grows in women’s sports and fans increasingly seek interaction beyond viewership, there is a need for greater visibility across identities.

Sports video games get an inclusive revamp

TikTok celebrity and 'hawk tuah girl' Haliey Welch launched Hawkcoin amid a wave of memecoins. The cryptocurrency launch received lots of hype but quickly failed, with Welch now facing accusations of exploitation – but her story reflects a growing acceptance of self-monetization online.

Viral 'hawk tuah' girl faces backlash from crypto-fail

Online stores are selling 'Free Luigi' t-shirts, mugs, tote bags, and other items in support of the suspected healthcare CEO killer. Amid systemic injustices and rising distrust in institutions, Americans are increasingly sympathizing with those challenging the status quo, even controversially.

'Free Luigi' merch spotlights admiration for anti-heroes

A24 is relaunching its membership program with incentives for members to attend the opening weekends of new films. People are showcasing insider status through their fandoms, and they want brands to deepen connections by creating multiple touchpoints to drive belonging and exclusivity.

A24 acknowledges super-fandom with membership reboot

Google has announced the top trending queries entered into its namesake search engine in 2024, with sports and politics leading the way. With media outlets competing for people’s scarce attention, sensationalism thrives – but brands can stand out by pairing trending topics with authentic messaging.

Google's Year in Search shows power of sensationalism

Video games have evolved into a dynamic medium for self-expression and community-building, particularly for marginalised players seeking representation. With customisable avatars and immersive environments, gaming offers a unique platform for individuals to explore their identities.

How video games are redefining identity

Alex Cooper's Unwell Hydration drink has drawn mixed reactions, with fans praising her ambition but questioning its authenticity. The backlash highlights how audiences are growing skeptical of celebrity-endorsed products perceived as opportunistic or detached from genuine values.

Alex Cooper's drink ignites celeb endorsement skepticism

In a bid to provide better media services across Australia, SBS On Demand has pledged to expand its rollout of audio descriptions and improved website functionality. Through this initiative, the network aims to support the accessibility needs of Aussies amid calls for tangible representation.

SBS boosts accessibility across Aussie programming slate

Cinema chain Cinépolis has launched a ‘Junior Theater’ for kids, offering a space specifically designed to cater to their developmental needs. The move highlights a growing acknowledgment of children’s unique needs in public domains, paving the way for more empathetic societal design.

Kid-friendly cinema offers a third space for Gen Alphas

Touch2See, a tablet with a vibrating magnetic disk mimicking live game action, has debuted in Italy. Assisting sports fans with visual impairments, the device demonstrates how technological innovations can help marginalised groups feel more involved in mainstream culture.

Touch2See allows blind football fans to feel the game

South Koreans are bringing K-pop to impeachment protests in the wake of President Yoon Suk-yeol’s martial law declaration. Fandoms are looking for outlets for autonomous expression that don’t always align neatly with corporate intentions, and brands might have to get comfortable with that.

Young Koreans turn protests into mass K-pop concerts

Fantasy cricket platform Dream11 enjoys consistent loyalty among its more than 200 million users in India, fuelled by AI to bridge gameplay and real-world strategising. Its strategic partnerships with sports icons, while offering real winnings to gamers, turn aspiring spectators into active gamers.

How Dream11 fulfils the IRL fantasies of Indian gamers

Ahead of the release of the second season of Squid Game, Netflix has teamed up with Duolingo to inspire fans to learn Korean. This campaign highlights the value of brands creating unique, immersive experiences that deeply connect with fans and transport them into multi-dimensional worlds.

Netflix deepens cultural immersion with Duolingo tie-up

The rise of #FilmTok has sparked a substantial shift in how young people engage with movies – both new and old. As a result, studios are catching up and attempting to incorporate the platform’s communities into their marketing strategies. But what’s the secret to success in this fast-moving space?

What’s behind the rise of #FilmTok?

Amy Adams stars in Nightbitch as a woman who, overwhelmed by the challenges of motherhood, believes she's transforming into a dog. As pop culture increasingly embraces darker, transgressive portrayals of motherhood, brands have the opportunity to adopt raw, unapologetic representations of maternity.

Nightbitch explores the feral side of motherhood

A Nielsen Sports report has revealed that Formula One is the world’s most popular annual sporting series, with its fanbase having grown to over 750 million people. With many routes in for fans who aren’t avid or die-hard supporters, F1 has become an example for sports looking to reach new audiences.

Off-track action key to Formula One’s growing fandom

TNT Sports will broadcast the knockout stages of the Emirates NBA Cup in the style of a video game. The move reflects the shifting appetites among sports viewers. While the lack of interactivity may make the broadcast feel gimmicky, the format speaks to the media interests of younger fans.

TNT Sports introduces video game-style live broadcasts

Despite the culture-defining impact of TikTok, people in the UK are increasingly drawn to long-form content. Attracted by the comfort of parasocial bonds, they also seek perspectives that feel more authentic than mainstream media. Canvas8 spoke to eight Britons to find out what keeps their attention.

Why are Britons hooked on long-form content?

Long-form content is reshaping how Americans engage with media, driven by a desire for deeper connections, escapist comfort, and self-directed learning. Canvas8 spoke to six Americans to discover how such media and comms reflect a shift toward more meaningful consumption.

Why are Americans hooked on long-form content?

Futehodo, the shortened name of a TV show about generational differences, was crowned Japan’s most popular buzzword for 2024. The result of the annual contest highlights a widening societal gap – and the opportunity to cultivate greater connections between different age groups. 

Japan’s 2024 buzzword highlights generational divide 

Boredom is rising, according to new research. Even though people are less bored now than they have been historically, the shift towards feeling bored is notable. For brands, there's an opportunity to surprise people with cultural experiences that ignite excitement and counter algorithm-led sameness.

Research on boredom highlights need for spontaneity

Louis Vuitton celebrated its first anniversary on Discord with an immersive game for its online community. As people are drawn to playfulness and fun from luxury brands, there’s an opportunity to deepen loyalty by appealing to niche digital communities for connection and belonging.

Louis Vuitton deepens connection through video games

Adidas has signed 16-year-old Kaleena Smith as its first high school women’s basketball NIL partner. The move reflects its commitment to the future of women’s sports, setting a precedent for a cultural shift toward greater inclusion and earlier investment in female talent.

Adidas signing reaffirms support for women's sports

How are Gen Yers reinventing middle age? What do they want from role models and celebrities as their lives evolve? How are they approaching finances in inventive and resilient ways, and what tools are they reaching for to build stronger communities?

2024-2025 Generational Snapshot of Gen Y

The music industry is evolving at lightning speed and much of that change can be tracked to fan activity. Fans have moved from the fringes to the center of conversation, powered by the internet, actively shaping current and future hits. How can brands better connect to this influential cohort?

How Gen Z is changing online fandom culture

The title of Miss Universe 2024 has been taken by Denmark, and the far-right is exploiting the win to tout an 'anti-woke' agenda. The use of women’s bodies to serve political means is not new, but in Trump’s America, such ideologies are becoming more pronounced, entrenching divisions.

Far-right uses Miss Universe to promote 'anti-wokeness'

Online sports gambling is an increasingly popular topic of discussion among Brazilian personal finance influencers – as well as a growing cause for concern and controversy. There’s an opportunity for brands to inform their audiences of potential risks and promote responsible behaviours.

Brazilian financial influencers wary of sports betting 

Adidas transformed Berlin's Kraftwerk into a 3,000-person fitness-rave fusion event, blending Les Mills workouts with a nightclub atmosphere. The event reflects Gen Z's interest in experiential wellness and rave culture, simultaneously providing them with an authentic community-focused experience.

Berlin fitness rave turns club into workout festival

With so much going on, it’s hard to keep track of endless shifts in relevance and  to make sense of whether something truly is era-defining. Our Best of Insights awards recognises 20 products, people and campaigns that broke through and mattered – and analyses how they did it. 

Who captured the zeitgeist in 2024? 

Vodka brand Smirnoff has announced Grammy-nominated artist Troye Sivan as its 'Chief Vibes OFFicer' in a multi-year partnership where his mission will be to see everyone ‘Go Off’. The partnership nods to changing drinking habits among Gen Zers and a communal repositioning of alcohol.

Smirnoff partners with Troye Sivan to court Gen Z

Double A, Thailand's leading paper-maker, is looking to prove the power of paper in the digital age by distributing positive hand-written messages to strangers on their daily commute. The campaign targets digital native Gen Zers, tapping into analogue media’s ability to foster connections.

Double A taps into Gen Z's nostalgia for analogue media

Challenging the state of diversity in advertising, Unstereotype Alliance Australia has conducted research demonstrating the dearth of disability diversity. As people demand DEI efforts that go beyond the surface, brands need to ensure they are committed to representation across identities.

Advertising in Australia lacks disability representation

Having disrupted the media landscape, Netflix is opening up its live TV offering. Whether it's sports, cooking shows, or the news, live TV continues to be a grounding force for viewers, and in an era of choice overload, programmed content could resonate with people looking for relaxing escapism.

Netflix promotes collective experience with live TV

Luxury fashion houses in Paris are moving to the silver screen, producing films to deepen their cultural influence and connect with new audiences. As they step from the runway to the cinema, how can other brands harness this shift to elevate their storytelling and create more immersive brand experiences?

Why cinema lovers are luxury's next opportunity

A Graham Norton Show clip in which Saoirse Ronan calls out Paul Mescal and Eddie Redmayne has gone viral, sparking dialogue around women’s safety and male privilege. As feminist discourse gains more mainstream exposure, male celebrities face higher expectations to be authentic allies.

Viral Saoirse Ronan clip sparks male privilege debate

The consequences of teen gambling addiction are being brought to life in a Korean short film. Once thought of as an adult crisis, easy access to online gambling platforms has led to addicts skewing younger, prompting conversations about whose responsibility it is to keep young people safe.

Ad campaign highlights Korea’s teen gambling epidemic

Netflix has announced its commitment to generative AI in game development, which can be used to produce concept art, 3D models, voice performances, or in-game dialogue. But fears around gen AI remain widespread in the industry, fuelling a movement that puts a premium on human creativity.

Netflix Games’ gen AI push stirs modern luddite fears

Fan podcasts are enabling people to fulfill their wildest fantasy: becoming part of the worlds they idolize. Centered on specific celebrities, artists, or TV series, they contribute to the surrounding lore, immerse listeners, and gain fans themselves. But can the fan podcast also build ‘brandom’?

How American fan culture is fuelling the podcast boom

Despite the controversy, the National Football League has announced its plans to extend its ongoing relationship with Roc Nation at the Super Bowl Halftime Show. The relationship between fans and artists is fragmenting, with the former demanding meaningful connection and shared values.

NFL extends Roc Nation deal amid fan-artist decline

Male action stars and superhero narratives are evolving, challenged by societal crises and shifting ideas of masculinity. How can directors and producers craft compelling stories for film and television about male heroes that appeal to audiences’ increasingly nuanced tastes?

How the superhero genre is subverting masculinity

Emerging technologies are reshaping creative processes, highlighting a tension between digital tools and a growing desire for authentic, human-driven output. Canvas8 spoke to cultural insider Sorrel Salb to explore the current trends and developments that are impacting the creative community.

Sorrel Salb on the impact of tech on the creative community

From Hanya Yanigihara on suit jackets to Virginia Woolf on evening bags, fashion brands are currently having a literature-inspired moment. But drawing design inspiration from authors is no new phenomenon in the world of style, so what’s driving this resurgence in 2024?

Decoding the fashion world’s literary renaissance

A new wave of Britpop is subverting the genre's aesthetics, challenging its laddish roots by blending pride with critique. Diverse, inclusive, and often disruptive, these musicians are remixing symbols like the Union Jack, reshaping what it means to be British in a fragmented cultural landscape.

How are the new Britpop stars redefining ‘Britishness’?

The art historical canon is being shaken up at Art Basel Paris 2024 with a section devoted to showcasing non-traditional artists and works. People continue to demand diverse and inclusive representation across sectors, but brands may risk a backlash if it's not done right.

Art Basel Paris spotlights inclusivity in new exhibition

The likes of Sabrina Carpenter and Chappell Roan have taken over pop with highly stylized aesthetics and theatrical performances. In this cultural shift toward bold self-expression, authenticity and fantasy are two sides of the same coin. Driving it? Gen Z’s embrace of nostalgia and inclusivity.

Welcome to the theatre kid renaissance

To celebrate the Indian Festival of Lights, Mattel has introduced its first-ever Barbie Diwali doll. The brand continues to fulfil an essential role in enhancing playtime for children by blending creative play with real-world education and cultural representation in each new toy release.

Diwali Barbie shows need for diverse representation

France is trialling a complete phone ban in 180 middle schools, potentially extending the scheme nationwide in 2025, aiming to foster a healthier learning enviornment. As screen time becomes a widespread concern, parents are seeking ways to keep their kids off smartphones as much as possible.

France bans devices from schools to limit screen time

Netflix's foray into gaming capitalizes on the demand for affordable escapism and social connection. By leveraging familiar IPs and nostalgia, the streaming giant is transforming passive viewers into active players – but can it create a truly social gaming experience for its massive subscriber base?

How Netflix elevates fandom through immersive gaming

In Japan, oshikatsu, or passionately supporting a fave celebrity or character, has evolved from a niche subculture into a multigenerational, mainstream phenomenon, driving significant spending and immersive fan experiences. What is fuelling this shift, and how are brands tapping into this trend to engage fans across age groups?

How Japanese superfans go all out for their heroes

Younger Australians overstimulated and burnt out by social media are turning to print magazines, fuelling a renaissance of the Aussie print industry that’s reviving major international titles.

Gen Z’s analogue desires are fuelling Australia’s print magazine renaissance

The stock of gaming platform Roblox has fallen in light of allegations that it has not done enough to protect children using it. With Gen Z and Gen Alpha spending more time per day on Roblox than any other platform, their safety hinges on how Roblox responds to these accusations.

Roblox stock falls amid safety lapse allegations

What are the new norms of fan-icon relationships? Is relatability more powerful than aspiration? How can the new codes of creative culture be leveraged to cut through and win audience trust? Download our Spotlight on culture's new icons.

Spotlight on: 2024's culture shapers 

Service provider Optus is doubling down on its commitment to the Australian small business community with its new campaign. As many owners struggle with the economic challenges of running a small business, the company shows an empathetic understanding and provides tangible support. 

Optus goes 'All In' on supporting Australian SMEs

The humble tomato was the star of the show at Make It Mutti, a pop-up dining experience held in London’s Saatchi Gallery to celebrate Mutti's heritage and values. People are keen to engage with immersive and unique brand experiences as they seek respite from digital fatigue.

Mutti invites London guests to immersive dining pop-up

Kamala Harris and Donald Trump are embracing alternative platforms to connect with younger voters. Harris's appearance on Call Her Daddy and Trump's podcast tour highlight the importance of digital spaces in political campaigns, reflecting evolving strategies to engage Gen Z in the election.

Harris and Trump turn to podcasts to target Gen Z voters

Netflix is giving London superfans the chance to purchase memorabilia from popular titles with a one-day-only pop-up store. Leveraging audience desires for more interactive forms of engagement, the move taps a growing interest in high-value collectables among young people.

Netflix pop up taps fandom-fuelled memorabilia hype

Luxury streetwear label Aries has partnered with Premier League club Arsenal on a 26-piece collection that pays homage to their shared birthplace of North London. Here, geography plays a key role in the credibility of the collaboration, but there are other ways to make co-branding appeal to shoppers.

Arsenal x Aries leans on the appeal of shared experience

Research from The Collective reveals that almost three-quarters of women globally identify as avid sports fans. Significantly sponsoring women’s sports is also an opportunity to enhance brand reputation amongst women’s sports fans. How can brands continue to support the growth of the industry?

Women’s sports fans want to see more brand support

Twitch streamer Ironmouse, known for her signature anime avatar, has broken the record for most subscribers. As trust in public figures declines, relationships with influencers are changing, and increasingly, people are seeking out emerging icons who break the mold, do good, and feel relatable.

Ironmouse becomes most subscribed-to streamer on Twitch

Renowned as a hotbed of stan culture, Brazil’s suspension of X has sparked a decline in fandom engagement online. As core accounts take their fandom to new spaces, the opportunity for brands to fill the void by offering fresh and authentic ways of connecting and expressing their passion is clear.

X ban in Brazil sparks decline in online fan engagement

Lights, camera, action! Indian cinema is undergoing a dramatic transformation as regional films step into the limelight, outshining Bollywood. With the dynamic rise of OTT platforms and a shift towards more diverse storytelling, filmmakers are having to push the envelope – both on and off the screen. As the industry deals with gender representation and navigates political narratives, how is it reinventing itself to stay ahead?

How Indian cinema’s makeover is winning over fans

In addition to impacting their viewing habits and loyalty to teams or players, Gen Z’s digital-first approach to sports fandom is transforming their relationship with gambling. How do they engage with betting apps, and how can brands in this space both appeal to and safeguard young adults?

How are Gen Zers approaching sports gambling?

Due to post-pandemic fitness rituals, the mainstreaming of weight loss drugs, and the ebb and flow of the trend cycle, thinness is back in the form of the "ballet body." People want brands to care for their mental and physical health and continue to represent all body types. 

'Ballet body' trend signals return to thinness ideals

Seoul is hosting its first global webtoon festival and awards ceremony in Seongsu-dong, a vibrant cultural hub in the city, providing a participatory cultural experience. As webtoons gain global popularity, the government is supporting initiatives to engage fans both locally and abroad.

Seoul hosts immersive webtoon festival for fans

Media and Entertainment

When shopping online or swiping on Tinder, people don’t want distractions. Just 4% of Brits regularly click on online adverts, with 41% never clicking at all. Adblock usage grew 41% in 2015, and over a fifth of adults now actively block ads.