In this episode of The MadTech Podcast, ExchangeWire editor Aimee Newell Tarín is joined by COO Lindsay Rowntree and co-founder & advisor Ciaran O’Kane to discuss streaming, retail, and out-of-home.

They look into Ofcom's regulation of video-on-demand platforms, backlash over in-game ads on the Six Nations debut, and Walmart’s AI-powered shopping assistant, Sparky.

UK streamers to face ‘enhanced regulation’ following new legislation (Variety)

Streaming platforms which operate in the UK are set to come under 'enhanced regulation' from media regulator Ofcom. Any video-on-demand platform with over 500,000 users, such as Netflix and Prime Video, will be designated a 'Tier 1' service. Ofcom will gain the power to accept viewer complaints of these streaming services, and to investigate them over any wrongdoing. 

In-game ads rile rugby fans on Six Nations debut (BBC)

Many viewers were upset with ads placed during a rugby match which took place earlier this month. In the first half of the game, an ad by Samsung played on one side of the screen while players prepared for a scrum on the other. This was repeated in the second half with an ad from Virgin Atlantic. Fans criticised the use of in-game ads as being "intrusive" and "disruptive".

Walmart’s Ad Revenue Totaled $6.4 Billion In 2025 (AdExchanger); Walmart says AI users build 35% bigger baskets than others (Modern Retail)

Walmart’s latest earnings report revealed that the company’s ad revenue in 2025 totaled USD$6.4bn (£3.40bn). A third of profit came from advertising and membership income.

In 2025, Walmart also introduced its AI-powered shopping assistant, Sparky, which helps customers to find items and synthesise reviews. It was revealed that Walmart customers who use Sparky have an order value about 35% higher than those who don’t.

OOH reports record annual revenue in 2025 (Media Leader) 

According to industry trade body Outsmart, out-of-home reported its highest-ever annual revenue in 2025, growing 2.6% to £1.4bn. Digital was largely responsible for the growth, with digital OOH up by 3.2% and classic by 1.3%. Digital was responsible for 67% of total annual revenue last year.