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Amazon surges ahead while YouTube stumbles as WARC’s Q4 2025 big tech revenue analysis reveals divergence in revenue momentum

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Amazon
  • YouTube delivered the most significant underperformance versus WARC’s Q4 2025 benchmark, missing forecasts by 9.3 percentage points.
  • Though still just behind forecast (-1.4pp), Meta delivered a more robust quarter, supported by an accelerating use of AI across ad targeting and measurement.
  • Amazon was the standout performer during the quarter, surpassing expectations by 5.5pp.

WARC releases Earnings Debrief – a new quarterly summary comparing Big Tech’s ad revenue performance against WARC Media’s global ad spend forecast data

10 February 2026 – The final quarter of the year revealed a divergence in performance across Big Tech platforms, with Amazon emerging as the clear outperformer against expectations while YouTube fell notably short. This is according to new analysis by WARC Media.

WARC Media’s Earnings Debrief, is a new quarterly series that reviews the financial releases of Big Tech and compares their ad revenue performance against WARC Media’s quarterly global ad spend forecast data, to provide a current round-up of their ad spend.

James McDonald, Director of Data, Intelligence & Forecasts, WARC, said: “WARC Media’s Earnings Debrief cuts through the headline numbers to show what’s really driving performance across the major ad platforms.

“By refreshing forecasts quarterly, WARC’s benchmarks give clients a timely read on where growth is accelerating, where it’s stalling, and why — from Amazon’s retail media momentum and full-funnel scaling, to YouTube’s Shorts monetisation gap and Google’s AI pivot. In a fast-moving market, this recency and context is essential for understanding trajectory and informing confident investment decisions.”

YouTube misses forecast by 9.3pp

YouTube delivered the most significant underperformance versus WARC’s Q4 2025 benchmark, missing forecasts by 9.3 percentage points (pp). While the result appears disappointing on the surface, there were several compounding factors at play.

Political advertising spend during the US Presidential Election had driven CPMs higher than average, though the degree to which the cooling off occurred in Q4 2025 was notably more marked.

Engagement with YouTube remains strong overall, but conventional in-stream advertising may not provide the future growth engine.

Shorts – a format developed to counter consumption on TikTok and Instagram – now average more than 200 billion daily views, and in several major markets, including the US, revenue per watch hour has overtaken that of traditional in-stream formats. However, despite rising consumption, Shorts contribute a relatively small share of overall ad revenue due to evolving monetisation frameworks.

Further, new data show that approximately a third of YouTube’s total revenue – some $20bn – now comes from subscriptions to its ad-free YouTube Premium service, which may act as a headwind for future ad revenue growth.

Mixed fortunes for Google as AI disrupts discovery

Google’s advertising performance was more mixed. The Google Display Network declined by 1.6% in Q425 and 1.9% during 2025 as a whole, in both cases roughly one point behind forecast. This reflected softer pricing and a shift in advertiser budgets towards higher-value formats, including YouTube and Google-owned inventory accessed via Performance Max and Demand Gen campaigns.

As spend migrates away from the open web, display’s relative contribution to Alphabet’s bottom line continues to stagnate. The company noted that income from AdSense fell, while AdMob (i.e. in-app ads) receipts grew but not enough to stymie overall decline.

Meanwhile, Google Search remains structurally resilient, coming in ahead of forecast during the quarter but roughly par (+0.8pp) for the full year. Despite intensifying competition from generative AI alternatives, Google’s integration of AI into search experiences appears to be sustaining engagement and query volumes, reinforcing its monetisation advantage. That said, the price is a near doubling of capital expenditure.

Meta falls just short of forecast

Though still just behind forecast (-1.4pp), Meta delivered a more robust fourth quarter, supported by an accelerating use of AI across its ad targeting and measurement suite, which has driven both higher ad impression volumes (+18%) and increased pricing (+6%). The scale of Meta’s AI infrastructure investment could place pressure on margins if returns take longer to materialise.

Strong growth in video engagement – particularly across Reels on Instagram and Facebook – has reinforced advertiser appetite for video placements, which typically command higher CPMs.

Meta reported that Reels watch time in the US – its largest market – rose by more than 30% in Q4. The format is a core part of Meta’s strategy to retain share of wallet against competitors, however, the monetisation rate for Reels remains lower than that for traditional in-feed ads.

Amazon flexes growing full-funnel muscle

Amazon was the standout performer during the quarter, surpassing expectations by 5.5pp. Although advertising still represents less than 10% of Amazon’s total revenues, it now ranks as the world’s third-largest digital advertising platform globally. Further, Madison & Wall estimates that advertising contributed essentially all of the operating income generated by the company’s retail sector last year.

Retail media’s ability to link ads directly to purchases, supports premium pricing across Sponsored Products, Brands and Display. New WARC Media ad spend data – derived from monitoring by Walrus Intelligence – shows that some 81.5% of Amazon’s ad income (almost four fifths of growth) is derived onsite, though this is down slightly from the previous year.

The rollout of advertising across Prime Video has further strengthened Amazon’s full funnel proposition, adding high value, scaled and targeted inventory. Prime Video now reaches an estimated 315 million monthly ad-supported viewers globally (compared to Netflix’s 190 million), significantly expanding

Amazon’s video CPM opportunity.

Amazon’s rapid deployment of AI-driven campaign tools and predictive targeting further strengthens its ability to tie ad spend to measurable conversion across its ecosystem.

Overall, Q4 2025 highlighted a market increasingly rewarding platforms that combine scale, data and demonstrable outcomes – a dynamic that continues to favour Amazon, even as others recalibrate their growth stories.

Tech

Kora Joins International Air Transport Association’s (IATA) Payment Network to Power Airline Payments Across Africa

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Africa

Through this integration, airlines and travel agencies using IFG can now accept payments across Africa via Kora, including cards, bank transfers, mobile money, and local alternative payment methods

LAGOS, Nigeria, June 12, 2026/APO Group/ –Kora (www.KoraHQ.com), the payment infrastructure platform, has joined the International Air Transport Association’s IATA Financial Gateway (IFG) (https://apo-opa.co/4ovs4va), connecting global airlines to Africa’s payment ecosystem through a single, reliable infrastructure layer.

 

IATA Financial Gateway is the airline industry’s dedicated payment orchestration and management platform. IFG brings together global, regional and local payment partners to provide airlines with the right mix of payment options to maximize acceptance, reduce cost, and better serve customers in every market. Through this integration, airlines and travel agencies using IFG can now accept payments across Africa via Kora, including cards, bank transfers, mobile money, and local alternative payment methods, without building or managing multiple complex integrations independently.

Global airlines no longer have to choose between expanding into Africa and managing payment complexity

Africa is one of the fastest-growing aviation markets in the world. The continent is expected to add more than 300 million new passengers by 2050. Yet global airlines have long faced a fundamental operational challenge when entering African markets: fragmented local payment rails, FX complexity, disconnected settlement systems, and the burden of managing multiple payment service provider relationships across Nigeria, Kenya, Ghana, Egypt and South Africa. This partnership removes that friction. One connection through IFG gives airlines access to Kora’s full African payment infrastructure, with the settlement reliability and local compliance that enterprise operations require.

Dickson Nsofor, CEO of Kora, said: “Africa is not a market to figure out later. It is a growth opportunity that demands serious infrastructure today. Our partnership with IATA signals that the rails are ready. Global airlines no longer have to choose between expanding into Africa and managing payment complexity. With Kora inside IFG, they get both.”

IATA currently represents over 370 international airlines globally. With Kora now part of IFG, those airlines gain direct access to Africa’s payment stack across every market Kora operates in.

IATA Financial Gateway (IFG) enables increased travel payment processing flexibility for the world’s airlines and travel suppliers to build a cost-effective travel payment strategy. Kora’s participation strengthens our ability to serve airlines operating in or expanding across African markets,” said Kamil Al-Awadhi, Regional Vice President, Africa and Middle East.

Distributed by APO Group on behalf of Kora.

 

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Energy

Dietsmann Brings its Energy Maintenance and Robotics Expertise to African Energy Week (AEW) 2026

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African Energy Chamber

After decades keeping Africa’s oil, gas and power plants running, Dietsmann is bringing robotics and AI to the center of its work

CAPE TOWN, South Africa, June 12, 2026/APO Group/ –Dietsmann, the independent specialist in operation and maintenance (O&M) services for energy production facilities, will participate as a Bronze Sponsor at African Energy Week (AEW) 2026 – taking place from October 12-16 in Cape Town. The sponsorship deepens a presence in African energy that stretches back decades and reflects the company’s growing role in the policy conversation after it joined the African Energy Chamber (https://EnergyChamber.org) earlier this year.

 

Dietsmann’s participation at AEW 2026 reflects the growing role of specialist maintenance contractors in Africa’s energy industry. With much of the continent’s production now coming from mature fields, the contractors that keep those facilities running reliably and at lower cost have become more important than ever. Dietsmann has built its position over more than four decades, maintaining oil, gas and power plants across Angola, Nigeria, Gabon, Libya, Uganda and South Sudan, often in demanding offshore and remote environments.

The company’s expertise is also on display in the Republic of Congo, where industrial maintenance is its core business. There it maintains TotalEnergies’ offshore production facilities and services the 484 MW gas-fired Centrale Électrique du Congo, one of the country’s main power plants. In Angola, it has operated since 2000 through Sonadiets, a joint venture with Sonangol that was among the first of its kind between an African national oil company and a maintenance specialist.

Dietsmann knows that reliable operations are the foundation of energy security

Dietsmann also prioritizes workforce development in parallel to its technical work. The firm has organized local training programs in all its African host countries since the early 2000s, building maintenance skills among national employees through dedicated training centers and on-the-job campaigns. Its approach aligns closely with the local-content priorities that are defining this moment in African energy policy.

Maintenance itself is being reshaped by technology, and Dietsmann is among the contractors leading the shift across Africa. In partnership with the robotics firm Taurob, the company has deployed autonomous inspection robots, including ATEX-certified units built for hazardous environments, and is integrating drones and AI-based analytics to move maintenance from reactive repairs toward predictive monitoring.

The company’s CEO Cesare Canevese has carried a consistent message into African energy circles: reliable maintenance, digitalization and local skills are non-negotiables for continental energy security. He also notes that Dietsmann’s expertise travels across the energy transition, as the fundamentals of maintaining a facility change little whether it produces oil, gas or power – readying the company for work on Africa’s growing gas-to-power and LNG projects.

“Dietsmann knows that reliable operations are the foundation of energy security,” said NJ Ayuk, Executive Chairman of the African Energy Chamber. “Pairing decades of field experience with new technology and local skills development is how Africa keeps its existing assets producing for longer.”

As a Bronze Sponsor at AEW 2026, Dietsmann is expected to feature in discussions on operational reliability, local content and the digital technologies reshaping how Africa maintains its energy infrastructure.

Distributed by APO Group on behalf of African Energy Chamber.

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Business

African Organisations Move from Awareness to Action as IT Asset Visibility Becomes a Board-Level Priority

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IT

Following widespread recognition of the IT asset visibility gap across the continent, V-Track reports a significant shift in organisational behaviour as finance and IT leaders move beyond acknowledgement toward structured, technology-driven control

Across African markets, a shift is underway in how organisations approach IT asset management. Having acknowledged the scale of the visibility gap – the growing disconnect between what appears on balance sheets and what can be verified in the real world – finance and IT teams are now moving to close it. The conversation, once dominated by problem definition, is rapidly becoming one of implementation.

 

This shift follows a period of heightened scrutiny in which organisations have begun to quantify the financial impact of poor asset visibility: avoidable procurement spend on devices that already exist in their estates, capital tied up in assets that are no longer in productive use, audit exposure from inaccurate registers, and security risk created by devices that have drifted off the network without formal decommissioning.

“We are seeing a clear change in the nature of the conversations organisations are having with us,” said Valene Nagiah, Head of Asset Tracking and Management at V-Track. “Twelve months ago, the primary question was: do we have a problem? Now, the question is: how do we fix it  and how quickly can we demonstrate a return? That is a meaningful shift, and it reflects a broader maturation in how African businesses think about IT governance.”

From static registers to continuous control

For many organisations, the first step in closing the visibility gap has been confronting the inadequacy of existing systems. Periodic manual audits and static spreadsheet-based asset registers are the default approach across much of the continent and are increasingly being recognised for what they are: point-in-time snapshots that begin losing accuracy the moment they are completed.

In environments where assets move constantly between offices, remote locations, field teams, and employees who may work across multiple sites,  a register that is accurate today may be significantly out of date within weeks. The challenge is not simply one of data quality; it is structural. Manual processes cannot keep pace with the operational reality of a distributed, mobile workforce.

“The organisations making the most progress are those that have stopped treating asset management as an audit exercise and started treating it as a continuous function,” said Nagiah. “Visibility is not something you achieve once a year. It is something you maintain every day and that requires infrastructure, not just process.”

The hybrid workforce as a forcing function

The permanent entrenchment of hybrid and distributed working across African markets has proven to be a significant forcing function for ITAM investment. As organisations formalised remote and flexible work arrangements, the practical consequences of asset invisibility became harder to ignore. Devices issued to home-based employees, contractors, and field staff could no longer be assumed to be present, functional, or secure, and without tracking infrastructure, verifying their status required manual intervention that was neither scalable nor reliable.

The organisations making the most progress are those that have stopped treating asset management as an audit exercise and started treating it as a continuous function

In markets characterised by infrastructure variability, including intermittent power supply, inconsistent connectivity, and high rates of staff movement between employers, these challenges are amplified. A device that was verified last quarter may have changed location, changed hands, or gone offline entirely in the intervening period. Without continuous monitoring, the organisation simply does not know.

For leased IT environments, this dynamic carries additional financial weight. Devices that cannot be accounted for at the end of a lease agreement represent a direct liability, replacement costs that fall to the organisation, compounded by the administrative burden of attempting to recover assets after the fact. Proactive tracking eliminates this exposure before it materialises.

What effective implementation looks like

Organisations that have made meaningful progress on IT asset visibility share a common set of characteristics. They have moved away from treating ITAM as a back-office IT function and repositioned it as a financial control mechanism with direct implications for procurement strategy, capital allocation, and audit readiness. They have invested in platforms that provide continuous, real-time data rather than periodic snapshots. And they have created clear ownership of asset data at both the IT and finance level, recognising that the two functions need to operate from the same source of truth.

The practical benefits of this approach are demonstrable across four areas:

  • Financial accuracy: asset registers that reflect operational reality, enabling more precise depreciation, budgeting, and capital planning.
  • Procurement efficiency: elimination of duplicate or unnecessary purchases driven by inaccurate inventory data.
  • Security and compliance: continuous visibility into device status reduces the attack surface created by unmonitored endpoints and strengthens regulatory compliance.
  • Lease and lifecycle management: accurate, real-time asset data enables organisations to optimise lease terms, plan timely returns, and maximise residual value.

 

“The organisations that are getting this right are not necessarily those with the largest IT budgets,” Nagiah noted. “They are the ones that have made a deliberate decision to treat their asset estate as a managed financial resource and have put the systems in place to support that decision. The technology to do this exists, and it is accessible. The gap is no longer a technology gap. It is a decision gap.”

A platform built for African operating conditions

V-Track’s asset intelligence platform is designed to function effectively within the operational constraints that characterise many African business environments. The platform requires no on-premises infrastructure, operates across distributed and multi-jurisdiction environments, and provides finance and IT teams with a unified view of their asset estate regardless of where those assets are physically located.

Organisations yet to begin their asset visibility journey are encouraged to start with V-Track’s 15-day free trial (https://apo-opa.co/4ehmGXN) – a structured visibility audit that typically surfaces actionable findings within the first week. No procurement process, no long-form commitment, and no prior ITAM infrastructure required.

“The most common thing we hear after the trial is: we had no idea,” said Nagiah. “That is exactly the point. The trial does not sell a product – it reveals a reality. What organisations choose to do with that clarity is their decision. But they can no longer say they did not know.”

Distributed by APO Group on behalf of V-Track.

 

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