iWorld
Twitter launches first-ever #EveryCharacterMatters Week
MUMBAI: Starting June 13 Twitter India will celebrate young creators and users in its first-ever week-long live showcase called#EveryCharacterMatters. This curated showcase across Comedy, Lifestyle, Modern Romance, and Music will see over 20 comedians, chefs, musicians, stylists, and more, harness Twitter, Vine and Periscope to connect and create with their followers.
#EveryCharacterMatters, as the theme suggests, will highlight how every content genre, every character, every personality has a voice on Twitter, and the curated showcase will be a reflection of the diverse youth and creative voices of our country. #EveryCharacterMatters will celebrate new forms of digital and live storytelling, and will help users discover and interact with new creators across their daily lives.
This week-long showcase will also encourage the creator in every user on the platform, and will showcase how best to use Twitter’s tools and features. Onecan join the conversation by following @VideoIndia account or #EveryCharacterMatters hashtag on Twitter, which is the best way to get live updates about the program. On the web, go to www.everycharactermatters.com to check out the #EveryCharacterMattersconversations unfold in real time.
“Twitter is current and live – it’s just like serving a dish at the restaurant – you get instant feedback. I can bounce off ideas for seasonal menus at The Bombay Canteen with our followers and I can also reach out to them asking about new ingredients I come across. I often look to Twitter for travel tips, and hyperlocal recommendations from foodies in the city I am visiting. Twitter helps build connections, inspires my work, and I learn something new everyday through my conversations,” says chef Thomas Zacharias (@ChefTZac) at The Bombay Canteen.
“#EveryCharacterMatters will put a spotlight on the new young, delightful, hyperlocal Twitter. It will allow people to enjoy their interests such as food and music in a new dimension, and in a more inclusive and collaborative manner. The content across categories on Twitter is authentic and relatable, and that helps us redefine digital lifestyles on the world’s largest live communications platform today,” says Twitter India Lifestyle and Culture Partnerships Keya Madhvani.
#EveryCharacterMatters will spotlight young Indian talent across genres, and all week these users will tell their stories in new, creative, multimedia content forms using Tweets, photos, videos, Vines, and Periscopes. They will collaborate with Twitter users for a richer experience by asking people to Tweet their ideas, lyrics, sound clips, and will involve them in the creator’s journey. You can journey with a musician in the making of a new track, or you can accompany a blogger as he walks down the streets of Bandra as he enjoys the local street food. Twitter brings you closer to all your favourite things, and you can enjoy them in ways you had never imagined – through candid conversations, live video broadcasts, and short-form videos.
iWorld
Netflix ad revenue set to soar past $8bn by 2030, outpacing CTV rivals: Warc
From $1.5bn in 2025 to $8bn in 2030, Netflix is fast becoming a CTV ad powerhouse
MUMBAI: Netflix is turning heads in the advertising world, with forecasts showing its ad revenue set to surpass $8 billion by 2030, outpacing the wider connected TV (CTV) market, according to the latest Warc Media Platform Insights report.
The streaming giant’s advertising journey gained serious momentum in 2025, generating over $1.5 billion, a remarkable increase of more than 2.5 times compared with the previous year. Management aims to roughly double that figure again in 2026, targeting around $3 billion.
Rather than waiting for the market to grow, Netflix is going after a bigger slice of the existing CTV ad pie, and the strategy appears to be paying off. Analysis by Omdia, cited by Warc, predicts Netflix will account for 9.2 per cent of global CTV advertising spend by 2027. By then, the company’s ad growth is projected to hit 58 per cent year-on-year, while the overall CTV market grows at just 9.9 per cent.
CTV may be booming, but traditional TV continues to shrink, losing spend to digital channels and retail media, according to Warc’s latest Global Ad Trends report, Media’s new normal. Despite this, Netflix is focused on monetising its expanding ad inventory with better infrastructure and smarter tools, turning what is currently a small 3 per cent slice of its total revenue into a high-growth engine.
WPP forecasts that Netflix’s $3 billion ad target in 2026 would place it as the 27th-largest global ad seller, just behind French media group RTL. Yet the company sees its relatively modest ad business as an advantage, providing a buffer against market fluctuations while it ramps up operations.
Looking ahead, a potential acquisition of Warner Bros. Discovery could give Netflix even more content to offer and bundle, helping to retain subscribers, attract new members, and sustain long-term revenue growth. For now, the platform is quietly staking its claim as a rising star in the CTV advertising arena.
