Week in Charts: Starbucks Invests in Discounts, YouTube Approaches 30 Billion Videos

Bassyonni

Published: February 10, 2026 9:15 AM ET

The latest updates in the marketing and technology sectors showcase significant changes in revenue, stock performance, and content growth. Brands like Starbucks, YouTube, and S4 Capital are making headlines this week.

Starbucks Invests in Discounts

This week, Starbucks announced a strategic increase in its discount spending as part of its marketing efforts. The company aims to attract more customers through promotional offers, which reflects a competitive response to market trends.

YouTube Approaches 30 Billion Videos

YouTube is nearing a remarkable milestone of 30 billion total videos as of December 2025. Research from Omdia highlights an impressive acceleration in content growth, with users uploading around 25 billion videos in the last decade alone.

Key Growth Drivers

AI-generated content
Shorts format popularity
Expansion into emerging markets, particularly India

A statement from Omdia revealed that 99 percent of videos on the platform account for only 9 percent of total viewing time. Despite this, YouTube holds a staggering amount of content, equating to 280,000 years of video, much of which remains unwatched.

Concerns Over AI in Marketing

The World Federation of Advertisers (WFA) has noted rising anxiety among marketing procurement leaders regarding AI’s potential impact on their roles. Surveys over the past year revealed a shift in perception:

December 2024: 13% believed AI could replace their jobs
August 2025: 32% shared this concern
December 2025: The figure increased to 46%

Latin America and Revenue Growth

Recent findings from Dentsu’s CMO Navigator survey indicate that 96 percent of Chief Marketing Officers in Latin America reported revenue increases over the past year. In contrast, the Asia-Pacific region had only 13 percent reporting flat revenue performance.

S4 Capital Stock Surges

S4 Capital’s stock skyrocketed by 47 percent following an upgraded guidance announcement for their full-year 2025 results. This positive news is crucial for a company that faced declining stock prices over the previous year.

Market Reactions in the Week

Agency stocks experienced a downturn after Meta’s recent earnings report continued to indicate a decline in advertising budgets for traditional agencies. In television, Canal+’s shares rose by 14 percent after announcing improved cost-saving measures linked to its acquisition of MultiChoice Group.