The Brief – Tuesday 31 March: AdGreen report, Mathias Döpfner’s London trip, an update to Futurescape

🌳 AdGreen’s Carbon Calculator measured 20,504 tonnes of CO₂e in 2025 across 2,295 wrapped productions — equivalent to the annual footprint for 1,700 UK citizens. However, the report makes clear this still represents just a fraction of total industry production, underlining the need for much wider adoption to improve carbon measurement across the ad industry. (AdGreen)

📈 Global streaming subscription revenues surpassed $150bn for the first time in 2025, according to research from Ampere Analysis. The total has tripled in five years. Subscription revenue is forecast to grow by a further 29% to surpass $200bn by 2030. (Ampere Analysis)

📰 Axel Springer CEO Mathias Döpfner met with political elites in London this month as part of a get-to-know-you-tour following his purchase of The Telegraph. Döpfner reportedly met with Kemi Badenoch and Peter Kyle, as well as Nigel Farage and Boris Johnson. (Semafor)

📱 The Washington Post has debuted its first creator-led video series, as the publisher looks to embrace the creator economy to decrease costs following significant cuts to its own newsroom. Creators hired by the publisher are notably retaining ownership of their IP. (Digiday)

🚀 Project Hail Mary has become Amazon MGM’s highest-grossing film ever, grossing $300.8m globally to surpass 2023’s Creed III ($276m). (Variety)

🍕 The Guardian is experimenting with Substack by recreating its weekly food newsletter, Feast, on the platform. The initiative is part of “Project Berger”, a multi-year transformation plan aimed at making the title “more visual, digital and experimental”. (Press Gazette)

🔮 IAB UK has released an updated version of its forward-looking industry study, Futurescape. The new analysis has identified localised media strategies and immersive experiences as two of the most significant forces set to reshape the ad industry by 2030. (IAB UK)