Agencies & Marketing — Agency Evolution Accelerates as Netflix Captures 10% of Global CTV Ad Spend While Traditional Players Pivot to Entertainment IP

Agencies & Marketing · 2026-02-25

The marketing services industry is undergoing a fundamental restructuring as traditional agency roles blur into entertainment and media production, while simultaneously facing increased financial scrutiny from the C-suite. The convergence of advertising, entertainment, and technology is creating new competitive dynamics where success requires capabilities far beyond traditional creative and media…