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?

The role of fans is evolving, with modern superfans becoming amateur detectives. These sleuths obsessively seek intimate knowledge about their idols, decoding clues in art and media. Fueled by social media and celebrity marketing, the trend has transformed fandom into an investigative pursuit.

Why fans are in their detective era

South Korean Gen Y and Gen Z – known in the country as Gen MZ – prefer online shopping, but offline pop-ups are more popular than ever. What makes these IRL experiences so attractive to younger shoppers, and what does this say about the retail landscape in a place that's usually dominated by tech?

Why pop-ups are Korea’s go-to marketing strategy for Gen Y and Z

Sales of physical music have increased for the first time in 20 years, driven by big releases from popular worldwide artists such as Taylor Swift and Billie Eilish. As digital-first consumption becomes the norm, collecting physical copies of media is growing in its importance for fans.

Physical music sales increase for first time in 20 years

Wu Yanni is China’s top-ranked 100-metre hurdler, but she’s equally known for her sparkly makeup and outspoken interviews. Despite being in the constant limelight, she has earned both praise and controversy among brands and netizens, especially Chinese women who turn to her for beauty inspiration.

How Wu Yanni influences the track of Chinese sports fans

Crocs taps into the fresh interest in the Twilight trilogy with a parody that draws parallels between how much hatred there is for Crocs and how much there is for the film. As the shoe that people love to hate, Crocs is flexing hyper-self-awareness and irreverent humour that appeals to Gen Z.

Crocs launch Twilight parody to appeal to Gen Z humour

People from Northeastern India have faced prejudice toward their local cuisine. However, as interest in hyperlocal stories grows, YouTubers tackling negative stereotypes are finding global audiences and driving attitudinal shifts by spotlighting the local culture and ecology behind the dishes.

Hyperlocal food content is shifting global prejudices

The Sims 4 Lovestruck Expansion Pack allows gamers to play out their relationship ideals with various Sims. As relationship norms diversify and more expansive dynamics mainstream, people want their reality to be reflected in the media they consume and the games they play.

The Sims 4 update celebrates alternative relationships

Olaolu Slawn is a Nigerian-born, London-based artist forging his own path to global success via third-culture inclusion, co-creation, and an unapologetic approach to controversy. So what can brands learn from his organic approach to cultural relevancy and newfound attitudes to art?

How Olaolu Slawn uses cultural clout to draw in art fans

High-profile elections around the world in 2024 are stoking fears about misinformation, making many people wary and distrustful. Canvas8 spoke to political scientist Dr. Emma Hoes to understand how a positive outlook can help navigate uncertainty and how brands can play their part in easing minds.

Trust in positivity! The science of tackling misinformation

According to many commentators, streaming services should have subsumed linear TV by now. However, they’re still playing catch up when it comes to share of viewership. Canvas8 spoke to Dr. Amanda Lotz about what the growth of streaming means for the future of TV for consumers.

Amanda Lotz on the future of streaming and broadcast TV

Netflix’s Supacell follows the lives of a group of Black people from South London who inherit superpowers from their sickle-celled parents. The show brings nuance and depth to an often ignored medical issue that disproportionately affects people from ethnic minority backgrounds.

Netflix’s ‘Supacell’ spotlights the Black health crisis

Fangirls are redefining femininity and emerging as a powerful economic force. From Taylor Swift’s Eras Tour to Barbiecore, they’re driving significant spending, shaping cultural trends, and fostering vibrant communities. How can brands authentically engage with this influential audience?

How fangirls became an economic force

Charli XCX's sixth album, BRAT, has transcended music to become a cultural phenomenon. Its distinctive lo-fi, lime green branding, and strategic marketing have tapped into Gen Z's desire for authenticity, insider communities, and nostalgic tendencies – blending digital savvy with real-world impact.

How Charli XCX’s BRAT captured the cultural zeitgeist

GDH cemented itself as the film studio to beat with the release of its widely successful movie, How to Make Millions Before Grandma Dies. It topped the Thai and Southeast Asian box office with the help of its TikTok-famous tearjerking videos. What has led to the success of this and other Thai films?

How GDH captures the cultural emotion of Thai film buffs

American singer and songwriter Chappell Roan has become one of 2024’s biggest breakout artists following her recent hit “Good Luck, Babe,” which has captured the spotlight. Her playful approach to identity and authentic lyrics have made her particularly popular among Gen Zers.

How Chappell Roan reflects Gen Z’s playful identities

Despite a broader decline in UK nightlife, country-influenced nighttime events are gaining momentum among young Britons. The trend speaks to a burgeoning global interest in country music and Western aesthetics, reflecting younger audiences' borderless approach to music consumption.

British youth swap nightclubs for country music events

Mschf Plays Venmo invites fans to join a social experiment-style lottery game. Players collaborate, make secret deals, and form alliances, employing strategies reminiscent of popular shows like The Traitors and Squid Game, and offering users an opportunity to deepen their connections.

Mschf Plays Venmo lottery builds on fan co-participation

The cinema industry is transforming with multiplex closures and the rise of gaming among younger generations. Despite these challenges, diverse storytelling by studios like A24, movie-loving influencers, and theatres evolving into experience hubs are revitalising interest among Gen Zers and Yers.

What’s drawing young people to the cinema?

Thanks in part to TikTok virality, Fujifilm is struggling to keep up with demand for their X100VI camera. The speed of digital innovation has influenced a renewed appreciation for tactile tech, and people are looking to add friction back into otherwise seamless processes.

Fujifilm sees surge in demand for physical cameras

Devin Halbal, better known on TikTok as Hal Baddie, went viral for adapting local cultures and languages. The impact of her viral ‘kudasai’ videos underscores the power of cross-cultural connection and the universal appeal of genuine, respectful curiosity, especially in conservative parts of Asia.

How Hal Baddie speaks to Asians’ need for representation

The world of livestreaming and influencers is generating billions in China. In this realm, Douyin superstar Crazy Little Brother Yang has over 100 million fans waiting on his funny content and authentic business ventures, which help both people and smaller businesses find reprieve during crises.

How Crazy Little Brother Yang humours China amid crisis

After declining in popularity for years, J-pop is catching up to K-pop on the world stage. By keeping their identities hidden, J-pop stars have allowed listeners to focus on their music rather than their personal lives. What does this say about how Gen Z feels about influencers and social media?

Anonymous J-pop stars connect with Gen Z’s desire to stay incognito

Slow Factory is a fast-growing digital platform that champions climate justice and human rights through engaging and intentional content. By centering marginalized voices and creating digestible news on social media, it has built a loyal community of people seeking radical change.

How Slow Factory articulates climate justice for Gen Z

Instagram's broadcast channel feature has become a go-to tool for brands and creators, offering a more intimate connection with their audiences. As social media grows more exclusionary, features that balance public visibility with more personal communication are likely to gain further prominence.

Instagram tool connects creators to their audiences

Ahead of the Paris 2024 Olympics, NBC is partnering with social media platforms to enhance coverage through creators and influencers. Recognizing the shift towards unfiltered, relatable content, NBC seeks to engage younger audiences with intimate, behind-the-scenes access to athletes.

NBC taps creators to improve Olympics coverage

Hulu dramedy The Bear spotlights the sounds and images of kitchen life, but its secret ingredient is potent social commentary. It dismantles toxic masculinity stereotypes, exposes the restaurant world's pressure cooker, and sparks conversations about worker wellbeing and different cuisines.

How The Bear rethinks modern TV through culinary chaos

Embarking on their first world tour, ‘X-pop’ girl group XG blends the K-pop formula with their Japanese identities while singing English lyrics for their multinational audiences. As the technicalities of what K-pop is evolve, fans are debating and reassessing their fierce loyalties to idols.

How XG challenges fans’ perceptions of the K-pop formula

The demand for high-quality, special feature-packed DVDs is increasing among film buffs and cinephiles. In response to a growing sense of content overload and concerns about the nature of digital ownership, physical media is being imbued with a new higher level of cultural cache.

 Indie film-buffs are rediscovering DVDs

Heineken and Publicis London have launched 'HeineCare,' an insurance policy for football fans who spill their pints during the Euros. Leaning into the communal chaos of sports matches, the campaign looks to turn beer spills into a cause for celebration for football fans.

HeineCare insurance offers fans free refills during games

In the ever-evolving K-pop music landscape, innovation has emerged as a critical factor driving the rise of new groups. This is embodied by the virtual concept of the boy group PLAVE. They offer a unique blend of music and technology to attract listeners looking for new and exciting experiences.

How PLAVE’s virtual K-idols upgrade fandom relationships

Inside Out 2 saw massive success at the box office during its opening weekend, becoming Pixar’s second-biggest debut of all time. The film appeals to adolescents and adults alike by helping families broach conversations about mental health, a challenge that parents may need more support with.

Inside Out 2 helps families talk about mental health

XBox and McCann London have won a Direct Grand Prix at Cannes Lions for their campaign 'Everyday Tactician', which saw them recruit a gamer as a tactician for Bromley FC. As people cash in on their pastimes, there's a wider appreciation for underdogs and unexpected icons from all walks of life.

Xbox’s ‘Everyday Tactician’ triumphs at Cannes Lions

Frankfurter Allgemeine Zeitung has taken home the Industry Craft Grand Prix at Cannes Lions for its 100th edition featuring holocaust survivor Margot Friedländer at the Holocaust Memorial in Berlin. As harrowing crises play out globally, people are looking for empathy and integrity.

German newspaper wins a Grand Prix for emotive campaign

Queenie is an eight-part miniseries created by Candice Carty-Williams, which takes a closer look at the life and experiences of a British Jamaican protagonist. This comes when people increasingly want to see diverse and authentic perspectives represented in mainstream media.

‘Queenie’ reflects demand for inclusive stories

Fanatics is entering the high-end sports trading card market through a new partnership with Sotheby’s to auction cards valued at over $100,000. Auction houses are expanding their collectibles and memorabilia categories, appealing to younger audiences who are increasingly participating in buying.

Sotheby's to auction rare sports trading cards

A24's new book, How Directors Dress, explores the on-set fashion and style choices of renowned film and TV directors like Kathryn Bigelow and Chloé Zhao. People are seeking expert-driven, exclusive, and diverse content that speaks to their desire for nuanced representation.

A24 further immerses cinephiles with book release

Women’s basketball is experiencing a major boom. According to the WNBA, attendance and viewership are at an all-time high, as the league records its highest ticket sales in 26 years. As sports fandom continues to grow, brands can appeal to consumers by creating and sustaining equitable solutions.

The WNBA is enticing a more diverse audience

HBO series Fantasmas has been lauded by critics for its off-beat style of surrealist anti-comedy, which explores societal ills through a dream-like lens. Against a backdrop of ongoing global crises, people are making sense of their troubled realities by leaning into the strange and absurd.

Fantasmas satisfies an appetite for absurdist humour

Pharrell Williams’ upcoming biopic is a LEGO animation that highlights his career trajectory – from a young child to a legendary music star. By blending the playfulness of animation with powerful storytelling, the film appeals to people’s desire for authentic, innovative media experiences.

Pharrell Williams’ LEGO biopic taps nostalgic fans

As sex-positive TV becomes more popular, a new sub-genre is resonating with a growing number of queer Thai women seeking more authentic representation and normalisation of queerness in media. Girls’ Love shows explore the relationship between two women, making a case for queer-based Asian cinema.

Why Thailand is championing Girls’ Love series

For its 65th anniversary, Barbie is celebrating the hard work and dedication of female athletes who have forged dynamic careers. With sports fandom burgeoning among women, brands can spotlight disparity in access by tapping into representative storytelling to resonate with their audiences.

Barbie’s latest campaign honors female athletes 

Spotify chief Daniel Ek has sparked controversy for his remarks on the cost of content creation. In line with a wider shift in labour dynamics and deepening concerns about the fate of human creativity, the response speaks to a growing intolerance of inequities within the creative industries.

Spotify controversy highlights evolving labour dynamics

The magazine industry has gone through many transformations, from Gen Yers flicking through photoshopped fashion spreads to the digitisation of these publications and a greater awareness of self-love and body positivity. With print readership on the decline, what do Gen Zers want from women’s mags?

What do Gen Zers want from women’s magazines?

To celebrate Black Music Month, NPR Music’s Tiny Desk is releasing special episodes featuring an all-female lineup of Black artists. This comes at a time when brands are leveraging partnerships to cater to a growing desire for accurate and explorative cultural representation in mainstream media.

NPR's Tiny Desk launches Black Music Month special

Clairo’s latest single is resonating with Gen Z for its candid portrayal of romantic loneliness. As tension forms between young people’s increasingly atomised lifestyles and their desire for meaningful IRL connections, they’re drawn to honest depictions of modern romance in the media they consume.

Clairo comeback speaks to Gen Z’s candid vulnerabilities

‘Camden’ is a four-part Disney+ docu-series that explores the history of the local borough as told by artists and tastemakers. It comes at a time when people want to feel seen and represented in mainstream media and seek brands that authentically engage with local insiders.

'Camden' doc spotlights London’s thriving music culture

A study found that Hollywood films lack stories and characters acknowledging, let alone addressing, climate change. As people become more conscious of their individual impact on the climate, there is a rising need for storytelling to reflect the world as it is in an effort to make a difference.

Hollywood films aren't discussing climate crisis enough

Sony is planning to launch an academy aimed at developing talent involved in the creation of anime. As the art form continues to grow in popularity among young people worldwide, brands have the opportunity to immerse themselves in fandoms by funding and collaborating with local creators.

Sony expands offerings with anime academy

While fewer people around the world are going to cinemas to catch the latest film releases, moviegoing is booming in China. This shift comes with higher box office numbers, growing appreciation for local cinema, and a decline in Hollywood’s decades-long foothold in the international market.

How Chinese moviegoers created a booming box office

Feminine Hi-Fi's work on the sound system music scene paves the way for a future where gender equality is a reality, ensuring that artists have the opportunity to shine on their terms. How can initiatives such as this sustain the spirit of hands-on music and support community building?

How Feminine Hi-Fi engages Brazil’s sound system scene

Women’s sport – and game-changing moments from female athletes – is on the rise. As viewership increases, women-led groups want safe spaces to support their favourite competitors. How are communities diversifying sport audiences and how can brands tap into the desire for harmonising activities?

How are female fans diversifying sports spaces?

A group of kids from Ireland have gone viral thanks to their energetic rap video. The reactions to the song have overwhelmingly mentioned the joyfulness it brings, highlighting a growing need for small moments of happiness as people try to traverse today’s challenging climate.

Young Irish rappers’ music video brings joy to many

Anime-style gaming – what was once meant to appeal to a subculture of people during the pandemic has since exploded into the mainstream, redefining the whole gaming industry. With a myriad of companies already in line to ride this great wave – how significant will this shift be?

Inside the global phenomenon of anime-style gaming

The For Black Boys theatre production challenges stereotypes of the Black British experience. Arriving amid concerns about media stereotypes of Black people, its significance lies in its nuanced contribution to discussions on Black manhood, mental health, and survival in contemporary Britain.

How ‘For Black Boys’ breaks barriers in British theatre

Once obscure to the public, early 2024 saw the P-pop girl group BINI catapulted into fame, reaching 5.7 million monthly listeners on Spotify and becoming the country’s most streamed artists. How did BINI reach this level of celebrity so quickly, and what does it say about local roots and virality?

How BINI’s timely rise to online fame set P-pop on fire

‘Barstool conservative bros’ and their adjacent media are challenging existing right-wing cultural narratives. What should brands know about this heterodox group that many see as the future of the Republican Party? And how might intra-conservative conflict impact American consumer culture?

Who are the Barstool conservatives?

Digital streaming in India is experiencing explosive growth, offering brands a golden ticket to navigating the country's ever-evolving landscape. Listeners are tuning in not only from cities but also from rural and semi-urban areas, and this broadening base is bringing autonomy to music consumption.

What you need to know about India’s music streaming boom

Sandra Hüller has become a household name for her emotionally resonant performances in non-English films Anatomy of a Fall and The Zone of Interest. Her journey from German stage actress to Oscar-nominee signifies the spotlighting of global talent and older women in media and fashion.

Why Sandra Hüller is a beacon of on-screen representation

The release of Netflix's animated series Blue Eye Samurai has sparked a global interest in the intersection of Japan's history and culture with a story of blood, revenge, and violence. Its strategic marketing efforts pulled non-viewers of animation and Asian women looking for cathartic media.

How Blue Eye Samurai reanimates a rage for Japan’s history

IU has sustained a remarkable career in the South Korean music industry, defying norms by evolving her music and maintaining authenticity. Celebrated as the ‘nation’s little sister,’ she navigates fame with a focus on genuine connection and reinvention, resonating with fans across generations.

Why IU’s K-artistry crosses borders and generations

Remakes of old games and gaming consoles have become popular in Australia, leading local designers to embrace nostalgia in their advertising. But this proliferation of the past has uncovered further truths about Australians and gaming – their need for collective, meaningful experiences.

Why mini retro consoles are the future of Australian gaming

Issa Rae has launched Ensemble, a company that aims to connect diverse and underrepresented creators with global brands. As the creator economy continues to grow, there's an opportunity to bridge the intention-action gap by financing and supporting a more diverse pool of creators.

Issa Rae helps companies champion diverse creators

The Rest is Politics has topped UK podcasting charts by shunning mainstream news formats for balanced, in-depth, and intimate debates. Hosted by political figures from both sides of the divide, it showcases the growing demand for long-form ‘edutainment’ hosted by authoritative voices.

How The Rest is Politics encourages agreeable disagreement

In a bid to boost engagement, LinkedIn is adding a selection of puzzle games to its platform – Pinpoint, Queens, and Crossclimb. While gamified engagement has proven successful for some brands, the strategy could frustrate people hoping to switch off and limit their screen time.

LinkedIn gamifies engagement for professional networkers

Whether it’s a phishing scam or an AI-generated image of the Pope, misinformation is running rife in the digital age. But why do intelligent people fall for (and spread) harmful fake news? Alex Edmans explains the pitfalls of the human mind, often driven by impulse biases and behavioural heuristics.

Alex Edmans on the truth about misinformation

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.