In today’s Digest, we look at newly released figures from Ofcom, Tencent dropping out of Paramount’s Warner Bros bid over US regulatory fears, and Cadent acquiring YouTube ad firm VuePlanner.

UK viewers spend 51 minutes a day on YouTube 

British consumers’ digital habits are intensifying, with new Ofcom data showing that adults now spend an average of four and a half hours online daily, a 10‑minute increase on last year’s figure. YouTube has become the standout platform, reaching 94% of UK internet users in May 2025, surpassing even Google Search, which was used by 82% of online adults in the same month.

The report highlights how on average, YouTube alone consumes 51 minutes of viewing time per person each day across devices, while Alphabet and Meta together account for more than half of all online activity. Meta continues to dominate social interactions, with Facebook and Messenger accessed by 93% of online adults and WhatsApp close behind at 90%. 

Psychologist Dr Aric Sigman told the BBC that there is a positive shift, as society is now starting to scrutinise digital habits with greater care.

Tencent drops out of Paramount’s Warner Bros bid 

Tencent Holdings has withdrawn from Paramount Skydance Corp’s pursuit of Warner Bros Discovery, stepping back from its planned role as a financial backer. The move was disclosed in a filing with the US Securities and Exchange Commission, marking a significant change in the structure of the proposed takeover.

The Chinese technology giant had previously pledged USD$1bn (£740m) to support Paramount’s bid. Yet in the latest offer, Tencent was no longer included. Warner Bros had raised concerns that foreign investment could trigger heightened scrutiny from the Committee on Foreign Investment in the United States (CFIUS). Paramount acknowledged those concerns in its updated submission dated 4th December, confirming that Tencent would not participate in financing the deal.

Cadent acquires VuePlanner

Cadent has announced its purchase of VuePlanner, a company recognised for its contextual advertising expertise and YouTube media-planning tools. While neither party disclosed financial terms, Cadent confirmed that negotiations have been underway since April. The deal brings VuePlanner’s 35-plus employees into Cadent’s fold, raising the company’s headcount to roughly 640, according to CEO Nick Troiano.

The acquisition adds another chapter to Cadent’s expansion strategy. According to John Cobb, VuePlanner CEO and co-founder, “Most marketers and agencies know that they need a YouTube component. So we’re very much complementary, as an additive piece, to what Cadent’s total video strategy is.”