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Welcome to the Brief, The Media Leader’s round-up of media news.

The annual Living Room Study commissioned by RTL AdAlliance finds that 14% of Europeans go straight to a BVOD service after turning on their TV – up 6 percentage points in a year.

Together with adtech company ShowHeroes, the media agency commissioned a 4,400 person study in Europe that shows streaming subscription fatigue. The authors claim FAST will scale as subscription growth plateaus.

Sports stars’ self-expression opens the door to partnerships that feel additive rather than interruptive. But only when it’s an extension of peak performance, not a replacement, writes Mongoose’s COO.

AI will make us faster, but insight will make us smarter. We need to stop seeing insight, strategy and marketing as costs and see them as investments in future growth, writes the IPA’s Simon Frazier.

The Department for Health and Social Care (DHSC) has launched a new consultation on applying the Nutrient Profiling Model (NPM) to advertising for less-healthy food and drink products.

At Advertising Week Europe in London Wednesday, Meta’s head of creative strategy for the Nordics, Rich Kivell, warned that brands are treating WhatsApp as a “utility pipe” rather than “a canvas for expression”.

The Association of Commercial Television and Video on Demand Services in Europe wants the EC to acknowledge the growing power of CTV OS and virtual assistant providers.

The Media Leader’s flagship awards programme is joining forces with the 37-year-old M&M Global Awards, putting senior and emerging talent from across the industry in front of a global audience.

The French broadcaster is determined that its TF1+ streaming platform will have the scale to compete with Netflix and Disney+. It wants to be the go-to digital destination for French speakers in Europe and Africa.