Behind the Numbers: The Big 2026 Quiz

Podcast: Behind the Numbers: an EMARKETER Podcast
Date: January 2, 2026
Host: Marcus (and panel: Paul, Susie, Blake)
Episode Theme:
A lighthearted yet insightful start to 2026 with a trivia-driven quiz show about digital media, marketing, and consumer trends. EMARKETER analysts compete across three quiz rounds—random trivia, headline predictions, and pivotal moments—sharing forward-looking insights and industry perspectives along the way.

Episode Overview

The episode kicks off the year with Marcus hosting a playful but informative quiz featuring EMARKETER panelists Paul (VP of Content), Susie (VP of Content, Reimagined Retail Host), and Blake (Senior Analyst). The quiz, designed to blend fun with learning, challenges the experts' knowledge of pop culture, industry facts, and predictions for 2026 across three themed rounds.

Key Discussion Points and Insights

Round 1: Facts of the Year (Random Trivia)

Focus: Multiple choice trivia on language, animal behavior, and history.

• Karaoke Origin

  • Question: What does "karaoke" literally mean in Japanese?
  • Answer: B. Empty Orchestra
  • Insight: Karaoke was invented by Daisuke Inoue in 1971 to simulate a backing band for those unable to read music (03:20).
    • Quote: “He invented a machine to impersonate a backing band. Hence the name Empty Orchestra. Put himself out of work though, I noticed.” – Marcus (03:20)

• Penguin Proposals

  • Question: How do Gentoo penguins propose?
  • Answer: A. Pebble
  • Insight: Pebbles form the base of nests, symbolizing home creation.
    • Quote: “I had a vague recollection… 20 plus years ago, so it was my best guess.” – Paul (05:15)

• The Colosseum’s Name

  • Question: What was the Roman Colosseum named after?
  • Answer: B. The colossal bronze statue of Emperor Nero
  • Insight: The Colosseum's original name was the Flavian Amphitheater.
    • Quote: “The original name… was the Flavian Amphitheater, named after the Flavian dynasty of emperors who built it.” – Marcus (06:52)

Round 2: Future Headlines (Predictive Analysis)

Focus: Create forward-facing headlines and predictions about key digital and retail industry topics for 2026.

• YouTube as the Most Watched TV Platform

  • 2025 Context: YouTube was the most-watched platform on TVs at 13% share.
  • Panel Predictions for 2026:
    • Paul: 14.3%
    • Susie: Almost 20% (argues for bigger leap due to new tools and bundling)
    • Blake: About 15% (“still being the most watched platform on TV”)
  • Analysis: All agree YouTube’s dominance will expand, but not drastically, due to mobile-first audience and lack of major competition.
    • Quote: “13% is still massive…there’s a lot that’s still holding it back from even more significant growth, mainly because it’s already huge.” – Blake (11:00)

• Shoppers and AI Agents

  • 2025 Context: Major launches like OpenAI’s instant checkout.
  • Panel on 2026 Shopper Control:
    • Susie: <10% give AI full control; AI is mostly used for assistance, not sole purchasing.
    • Blake: 1% full control; influence is higher, but conversion is still rare.
    • Paul: Agrees with 1% on transactional control; up to 20% influence at upper funnel stages.
  • Consensus: US consumers still want to press the “buy” button themselves.
    • Quote: “Anyone who thought agentic AI would take over… underestimated how much consumers… like to have control over the buy button.” – Paul (14:47)

• Smart Glasses in 2026

  • 2025 Context: Meta’s Ray-Ban with displays, Amazon’s delivery glasses, Google/Warby Parker partnership.
  • Blake: Still mostly a “nerd” signifier; adoption is primarily in verticals like workplace productivity, not mainstream.
    • Quote: “Smart glasses let the world know who the nerds are because they still do not look good on anybody.” – Blake (18:40)
  • Paul: Second-wave, mainstream breakthrough is likely due to better design and broader tech maturity; references Snap Spectacles as first-wave failures.
  • Susie: Buzz, not material change; only niche, tech-forward brands/consumers should pilot. Draws cautious parallel to the overhype of Web3.
    • Quote: “A lot of buzz still, but nothing material… It's the wearable category moving in the right direction, but not enough use cases to prove the price tag is worth it.” – Susie (23:21)

Round 3: History in the Making (Industry Milestones/Forecasts)

Focus: Multiple choice on key 2026 milestones predicted by EMARKETER

• Social Commerce Adoption

  • Question: What share of Americans will be social buyers (buy on social platforms at least once/year)?
  • Answer: 40%
  • Insight: Social commerce continues to rise, set to cross $100B.

• Traditional TV's Ad Share

  • Question: What % of US ad spend will go to traditional TV?
  • Answer: 11%
  • Insight: Traditional TV’s share is declining quickly as streaming and digital take over.

• Gen AI Usage (Gen Z vs Millennials)

  • Question: What % of the US will use Gen AI monthly?
  • Answer: 39%
  • Insight: Adoption is climbing but not as universal as headlines suggest.
    • Quote: “It seems like everyone’s using it to folks in our world, but there are a lot of folks who haven’t even heard of it and even less folks that feel they need to use it once a month.” – Marcus (28:55)

Memorable Moments & Notable Quotes

• On Predictive Headlining:
  “In 2026, YouTube went from being the most watched platform on TVs to really being the most watched platform…” – Paul (08:26)

• AI Agents Debate:
  “I think shoppers will give less than 10% full control…there’s a difference between full control… and assisted help.” – Susie (12:18)

• Smart Glasses Humor:
  “Even the Ray Ban Meta ones...when you realize that someone’s wearing them...I just automatically lose some respect personally for the individual.” – Blake (18:40)

• On Market Hype:
  “Should brands be investing in this? I think very tech forward brands who have niche audiences… should start dabbling… but I don’t think we should take it very seriously. It makes me think of Web3, which I was all in on. I still am. I just think 26 is too early for it.” – Susie (23:21)

• Personal Anecdotes:
  “Have you been to see the penguins?” – Marcus
  “I have, yeah.” – Paul (05:14) “I was around when it happened, so I should have known.” – Paul, joking about the Colosseum’s construction date (31:43)

• Playful Banter:
  “The math wasn’t math-ing for me, still not math-ing. But I’m gonna let it go.” – Susie (24:24)

Important Timestamps for Quick Reference

• [02:22] – Start of Trivia: Meaning of “karaoke”
• [04:35] – Penguin proposal facts
• [06:14] – Roman Colosseum’s naming
• [08:26] – YouTube TV share in 2026 predictions
• [12:18] – AI agent control in shopping
• [18:40] – Smart Glasses and consumer adoption
• [25:06] – Share of Americans who are social buyers
• [26:51] – Traditional TV ad spend decline
• [28:47] – Gen AI monthly US usage rates
• [31:00] – Tie-breaker: Year Colosseum was completed

Panel Results & Winner

• Final Scores:

  • Blake: 9
  • Paul: 9
  • Susie: 8

• Tiebreaker:

  • Question: In what year was the Colosseum completed?
    • Blake: 200 BC
    • Paul: 47 BC (Correct Answer: 80 AD)
  • Winner: Paul

Episode Tone and Style

• Casual & Competitively Fun: The episode balances sharp industry insight with friendly ribbing among colleagues.
• Relatable Expertise: Panelists use pop culture, personal anecdotes, and inside jokes while offering substantive analysis.
• Pragmatic Outlook: Optimism for tech tempered with realism—especially regarding AI adoption and new consumer tech.

Summary Takeaway

This episode provides a snapshot of how EMARKETER experts view the biggest questions of 2026—what’s hype, what’s real, and what’s next for commerce, media, and technology. While the quiz format keeps it lively, recurring themes emerge: YouTube’s dominant march, cautious consumer adoption of AI, and skepticism about the smart glasses revolution. If you want informed yet candid predictions on where digital and retail are heading in 2026—with a side of banter and humility—this quiz episode offers both.