In today’s Digest, we look at the IPA Census 2025 showing staff declines and diversity gains, Amazon eyeing a marketplace for AI content deals, and Spotify profits soaring after raising prices.

IPA census 2025 shows staff decline & diversity gains

The IPA Agency Census 2025 shows a continued contraction in the UK agency workforce, even as progress is recorded on gender and ethnic representation. As of 1st September, 2025, IPA member agencies employed 24,963 people, down 6.8% year on year from 26,787. The decline was driven primarily by a 14.3% fall in headcount at creative and other non-media agencies, while media agencies posted modest growth of 2.4%. Staff turnover rose to 24.8%, retention fell to 68.6%, and vacancies dropped 40.8% to 680 open roles, reflecting a broader slowdown in hiring.

Despite a smaller workforce, the 2025 IPA Agency Census shows progress in diversity, with women now holding 40.8% of C-suite roles and ethnic representation rising to 25.5%, more than four times the 2007 level. Pay gaps narrowed slightly but remain substantial, with a 19.5% gender pay gap and a 19.4% ethnicity pay gap, wider in media agencies. 

Amazon eyes marketplace for AI content deals

Amazon is now reportedly exploring the launch of a marketplace that would allow publishers to license their content directly to AI developers, as technology companies seek more defensible data sources. According to The Information, the company has discussed the proposal with publishing executives and referenced a content marketplace in materials circulated ahead of an AWS publisher event this week.

Amazon declined to confirm the plans but did not dismiss the report.

Spotify profits soar after raising prices

Spotify added a number of users in the final quarter of the year and more than tripled its net profit, as recent price increases continued to bolster the streaming group’s push towards sustained profitability. Monthly active users rose by 38 million to 751 million in the three months to December, while paying subscribers increased by 9 million to 290 million both ahead of company guidance. Net income climbed to €1.17bn (£1.02bn), or €4.43 (£3.85) per share, compared with €367m ( £319.07m) a year earlier, surpassing analysts’ expectations.

Quarterly revenue reached €4.5bn (£3.91bn), up 7% year on year, reflecting higher subscription prices across several markets. Shares rose 15% by the close of trading in New York, although the stock remains down nearly 30% over the past year, underperforming the broader S&P 500.