LSN : News : Stat: TV overtakes mobile as primary device for YouTube viewing

The Future Laboratory hosts Members’ and Clients’ Breakfast Briefing

UK – On 18 February, The Future Laboratory hosted its first Members’ and Clients’ Breakfast Briefing at its UK headquarters in Haggerston, London. Members, clients, press and special guests gathered for breakfast and a presentation of our latest macrotrend, Future Forecast 2025.

Co-founders Chris Sanderson and Martin Raymond opened the event with an introduction to Ember, LS:N Global’s new AI tool designed to streamline research and reporting for our members. Try Ember now to access personalised research, report summaries, statistics and case studies in multiple languages.

Later on, senior foresight analyst Alice Crossley and deputy foresight editor Dan Hastings-Narayanin presented a snapshot of 10 key trends shaping 2025. From New-stalgia Vibes redefining the design sector to Tastemaker Brands pushing the luxury industry to become an engine of culture, these trends set the tone for the year ahead.

Download our events calendar to stay updated on our upcoming members-only briefings, and RSVP now to attend our New Codes of Value online event on 13 March 2025.

Samsung’s Galaxy AI becomes the ultimate everyday companion

Galaxy AI on Samsung Galaxy S25 Ultra, US

Global – BBH Singapore has launched a worldwide campaign for the Samsung Galaxy S25 Series, positioning Galaxy AI as an essential life companion. Building on the success of the 2024 Galaxy AI launch, the campaign highlights the S25 Ultra’s AI capabilities through a hero product film from Galaxy Unpacked, six commercials showcasing key AI-powered features and a dynamic social media campaign.

Through a selection of relatable characters, the company demonstrates how Galaxy AI enhances everyday moments – whether instantly finding and sharing pet-friendly restaurants, using AI-powered image search to locate a photo in Samsung Gallery, or activating Google’s Gemini assistant to streamline tasks across apps. Features like Circle to Search, Call Transcript & Summary, and Writing Assist make daily interactions more intuitive, while Drawing Assist unlocks new ways to express creativity.

‘We identified a crucial opportunity with the S25 Ultra launch to transform how people think about Galaxy AI,’ says Sascha Kuntze, chief creative officer. ‘Through an audience-centric campaign built around genuine everyday insights, we’ve shown how Galaxy AI naturally fits into people’s lives – not just as innovative tech, but as a companion.’

‘The campaign perfectly showcases the next chapter of Galaxy AI, welcoming a new era where your phone understands and adapts to you like never before,’ says Sung Chang, executive vice-president of global marketing at Samsung Electronics.

For more insights on AI agents making consumers’ lives easier, read our CES 2025 recap report. For more future scenarios, explore our macrotrend report The Synthocene Era: Merging Human and Machine Intelligence.

Strategic opportunity

Consider how to present AI not only as a functional tool but also as an intuitive, proactive and even emotional companion – enhancing life in ways that feel natural and effortless

Victoria Beckham brings contemporary art to Dover Street store

UK – Victoria Beckham has collaborated with Sotheby’s to curate an exhibition of 10 contemporary artworks at her Dover Street boutique, featuring pieces by Jean-Michel Basquiat, Keith Haring, Gerhard Richter and Yoshitomo Nara.

This marks her second partnership with Sotheby’s, following a 2018 collaboration centred on Old Masters. Now, her focus is on bold, emotionally charged contemporary pieces, with each artwork heading to upcoming auctions at Sotheby’s in New York and London. Among the highlights are Nara’s Cosmic Eyes (in the Milky Lake) and Yves Klein’s International Klein Blue.

In Third Space Retail, we explored how brands are rethinking stores as third-space hubs, providing sanctuaries for creativity, community and culture. By blurring the boundaries between commerce and culture, Beckham’s curated exhibition positions her boutique as an unexpected gallery space for London’s luxury clientele, appealing to the New Codes of Luxury by elevating her label to a tastemaker brand.

Mintus, UK

Strategic opportunity

Redefine retail spaces as cultural destinations. Curate art shows, host poetry evenings or musical performances to drive footfall and attract audiences seeking experiential luxury

Stat: TV overtakes mobile as primary device for YouTube viewing

Photography by Karolina Grabowska

US – YouTube’s dominance in streaming is shifting screens. According to CEO Neal Mohan’s annual letter, TV has now overtaken the mobile as the primary device for YouTube viewing in the US. Viewers are watching, on average, more than 1bn hours of YouTube content on TV daily, according to the company.

‘YouTube is the new television,’ writes Mohan, highlighting the platform’s expanding role in mainstream entertainment. Unlike traditional TV, YouTube’s offering blends shorts, podcasts and live streams with sports and talk shows. According to The Hollywood Reporter, the platform continues to outperform Netflix in Nielsen’s Gauge report, solidifying its place as the most-watched streaming video service.

Looking ahead to 2025, YouTube is doubling down on AI and creator tools. Mohan revealed that auto-dubbing – allowing creators to translate videos into multiple languages – will soon be available to all YouTube Partner Program members. ‘As impressive as the generative models are, creators tell us they’re most excited about the ways AI can help with their bread-and-butter production,’ he notes.

For more insights on consumers’ attitudes to YouTube and Netflix, head to our Streaming’s Next Frontier report.

Strategic opportunity

TV viewing habits mean YouTube influencers now have the reach of traditional TV personalities. Consider how to build deeper collaborations with creators, featuring longer integrations and co-produced content rather than just short-form sponsorships