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Behind the Numbers: an EMARKETER Podcast
The Big 2026 Quiz: Random Trivia, Future Major Headlines, and Defining Moments | Behind the Numbers
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A
Foreign.
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B
Hey gang. It's Friday, January 2nd. Paul, Susie, Blake and listeners, happy brand new year and welcome back to behind the Numbers new marketer video podcast. I'm Marcus. Join me for our first episode of the year we have VP of content living in Maine's Paul Vernon.
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C
Great to be here and happy new year, everyone. Kind of feels like it's still 2025.
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B
For only two days in so that. That will. That will happen. Also VP of content, host of our reimagined retail show, living in New York, the Suzy David Canyon.
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C
Hello.
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A
Happy New year.
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B
Same. And also in New York, senior analyst Blake Trish.
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D
I don't know, Paul. It feels like it's already 2027 to me. This year has gone on far too long.
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C
Time flies when you're having fun.
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B
Yeah, we had a pro. We had a rough pregame. That's what Blake's regard. Referencing today's real topic, the big quiz of 2026. Trivia, headlines and milestones. All right folks, hope you had the happiest of holidays. We are back and we thought we would ease you into the year by having a bit of fun but also learning some things along the way. So we have a big quiz for you and we're looking mainly forwards into 2026. A couple of references to last year, but this is all about the future, all about this year. All right, here's how it works. Three rounds. Facts of the year, future headlines and history in the making Good answers get points. The other kind will receive a look of condemnation. Open slack to send me your answers. Round one, facts of the year. Because we normally have a fact of the day. So I've got a couple of facts of the year for you. Three questions per round. This is a multiple choice round as we ease ourselves into the year with some random trivia related questions.
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A
Wait, how many rounds per this one? It's three times three.
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B
Three. Yes.
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Well played for the first set for.
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The multiple choice, three questions in each of the three through three rounds.
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Okay, I'm just checking how many maximum points I can get. Okay, just.
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B
All right, how is that? I can't. Question 1. In Japanese, the word karaoke literally translates to what? A communal singing, B empty orchestra or C amateur. In Japanese, the word karaoke literally translates to what? Communal singing, empty orchestra or amateur.
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A
We promised not to Google, but this was an easy Google.
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B
Well, apparently you didn't Google it because the correct answer.
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A
Yeah, I didn't.
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B
Orchestra.
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A
Oh, come on. Did anybody get it?
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B
No, sorry. Which is B. Paul and Blake each got it. Susie, you Said you said Googled it.
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A
I knew it. I'm gonna start Googling.
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C
I did not google it.
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I'm gonna start Googling.
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B
Yeah, Pretty common nightclub musician.
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A
I've never been to Japan, so I didn't know.
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B
You don't have to have. Daisuke in no way is credited with inventing the karaoke machine in 1971. How stuff works explains. Folks used to do karaoke with a live band. Still can in some places. Ones like the one Mr. Inoue played in. But he couldn't read music and so it was hard for him to memorize all the songs. So he invented a machine to impersonate a backing band. Hence the name Empty Orchestra. Put himself out of work though, I noticed. Probably made a lot with the karaoke machine.
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C
Well, actually last year I did a client event with StackAdapt and they had a live karaoke band. So there you go.
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B
They're the most fun.
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A
You knew.
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B
I'm not, I'm not, I'm not done it. But there wasn't one in Arlene's Grocery, which is a bar down in Low Race. Oh, yeah, they have a great one. It's a lot of fun. But yeah, live band. Live band's much better. Anyway, point for Paul, point for Blake. Nothing for Susie. Question 2. How do Gen 2 penguins propose to their mates? They present them with A, a pebble, B, a seashell or C, a fish. How do Gen 2 penguins propose to their mates? They present them with what? A pebble, a seashell or fish.
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A
I didn't watch the penguin movie.
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C
These are second generation penguins, Gen two. Sorry. Cut that out. I wish we worse than awful.
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B
But you. But Paul is correct. A pebble. They present. Present them with.
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A
Wait, didn't I say pebble too?
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B
No, you said B. That's the seashell. Okay. No, it wasn't. Paul, did you know that or you guessed?
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C
I just, you know, I mean, I've spent some time at penguin colonies in Argentina, but I, I, I had a vague recollection.
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B
Have you been to see the penguins?
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C
I have, yeah.
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B
Oh, you have.
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C
So he's had a vague recollection about the penguin, but about the pebble. But this was like 20 plus years ago, so it's not like I, you know, I wasn't sure about the answer, but it was my best guess.
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B
Yeah, well played. Pebbles form the base of their nests together, so it kind of suggests the idea of creating a home. No one. All right, fair enough. Not the romantic types on the show. We move on.
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We're the winning types.
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Well, some of you with points. Question 3. What was Rome's Colosseum named after? A, Colossea, the name of the district where it was built. B, the colossal bronze statue of Emperor Nero that used to stand next to the building, Or C, Collegeri, the Latin word for together. Was it named after the district in which it was built? The colossal bronze statue of Emperor Nero that used to be close to it? Or the Latin word for sorry to gather. I said together, I think.
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Oh, now I'm going to change my answer, but it's too late.
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You want to.
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No.
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Okay. The answer is B, the colossal bronze statue which Paul got correct again before you even read. C. You did find.
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C
I was so sure of it.
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B
Trying to get the answers in. Yeah. Colossal bronze statue of Emperor Nero that used to stand next to the building. Paul, have you been and is that why you knew you went on a tour or something?
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C
I have been a couple times. I don't think that's why I knew. I think I probably read it in a book when I was in grade school. Like it's the Colossus. Yeah.
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B
The original name of the. Yeah. The original name of the Colosseum was the Flavian Amphitheater, named after the Flavian dynasty of emperors who built it. It could hold about as many people as the Chicago Bears football stadium, which is amazing because it was built a while ago. And I don't think the Bear stadium is going to be. It's going to be there in hundreds of years into the future perhaps, but probably not.
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C
End of the shelf life of the stadium in the US is about. It's going down to like 15 years now, max.
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B
After one we have Paul ahead with three. Blake with a respectable one. Susie.
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Yes. These are not my forte. We didn't study this in grade school.
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B
No points. Round two future headlines. In this best answer wins round, we come up with some 2026 headlines by taking a glance at some of the major ones from 2025 and projecting them into this year. Best answers get three second best get two last gets one first future headline is in reference to YouTube and watching the platform on TV. So in 2025. So last year YouTube became the most watched platform on televisions with 13% of all TV time going to YouTube according to Nielsen's Gage. But what share will it have YouTube watched on televisions by the end of 2026 this year, Paul?
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C
So the headline is in 2026, YouTube went from being the most watched platform on TVs to really being the most watched platform with an average share of over 14%. No, 14.3% for the year.
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B
Oh, better.
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C
So just for context, starting In February of 2025, YouTube became the number one most watched platform above Disney. Prior to that, they had not been the top except for one month in 2024. What's happened since then is that YouTube has basically widened that share. And in 2026, they have done so even more, getting from 13 plus percent to 14 plus percent.
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B
Okay, so Paul thinks 14.3. Suzy.
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A
In 2026, YouTube became the most watched platform on TV, going to almost 20%. And it's because YouTube is revamping some of the tools that they're working on to optimize like, like screening onto TVs. They're working through some different bundling. And I know that while when we think about creator influencers, we think about social media and small screens, YouTube is leaning really heavily into that. And we know that on the reverse side, social platforms are also trying to figure out how to be on TV screens. So I think all of that confluence of things will help it leapfrog even further ahead.
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B
Okay, so Paul. 14.3. Suzy, 20. Blake.
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D
I don't love this headline, but if I have to participate here, I would say in 2026, YouTube went from being the most watched platform on TV to still being the most watched platform on TV.
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B
Everyone.
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D
I mean, it's, it's a little flat. I'd punch it up if I had the editorial oversight, but I guess that's not part of the game. I will. I'll take my one point for this round and just add that I think It'll be about 15. I think I'm closer to Paul's estimation. I, you know, 13% is still massive. And even though we're seeing the shift from YouTube going to larger screens, I think, you know, there's still a large part of that audience that's going to continue to just be mobile first in general. So I think that it will continue to become a bigger part of tv. But there's a lot that's still, you know, holding it back from even more significant growth, mainly because it's already huge.
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B
So some good answers, I think. I think Blake's gonna be closest. So I went with the 15% from Blake. Then I went Paul, because I think 14 is also close, but also some good rationale. Susie, last, of course.
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Yeah.
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But trying to make it easy for you.
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You are, but all solid answers, I think. Yeah. I was surprised, though. Maybe I wasn't surprised, but I wondered if anyone would say actually, you know, Netflix and now, Paul, we spoke about this, but it's going to take a while for the deal to go through, the Warner Brothers Discovery deal. So what would that do to it? It doesn't really look like there's any other contenders really threatening it, but I wondered if you thought, you know, that it can only get to so much and then it's going to flatline. But I mean, maybe 14%. Is that Paul, Basically because you're jumping.
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C
Ahead to the 2027 episode. Marcus, my apologies.
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B
All right, let's move to our second question in 20. And we're talking about, we're talking about shoppers starting to let AI agents do more and more for them in 2025. Last year we saw OpenAI launch instant checkout, and Amazon rolled out its Help Me decide feature. But how much control will shoppers give to AI agents in 2026? Amazon, and why? Susie, I'll start with you.
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A
I think shoppers will give less than 10% full control in the process. And the way I would think about it is that there's a difference between full control, 100% control of a buying decision and assisted help. So I think assisted AI shopping will be much higher, probably 1 and 2. Today we know that 33% use AI assistance regularly to make a purchase or discover a brand or interact with a brand. So I think 26, there'll be even more. And there's a lot of movement on the retailer front trying to figure it out. But I think consumers still are very curious and they're not ready to give up full controls. So less than 10%.
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B
Okay, Blake?
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D
I would say probably closer to around 1%. I think there's a lot of, there are a lot of shoppers that are starting to use AI for, for those sort of very upper funnel discovery activities. But when you think about the influence that it's going to have on purchase decisions, I think it's still going to be pretty negligible. And then in terms of actually driving conversions, so keeping the shopper engaged in using AI beyond that discovery phase, I still think that it's, it's really not being leveraged a ton there either. I mean, there is some sort, some, there are some ways that shoppers are beginning to use AI to sort of evaluate different products. But I think that when you start to look at things like detailed product descriptions, you really need to end price comparisons in real time. You really need to leave the AI platforms in order to get those sort of really up to date specifics. So I think it's just, it's not really there yet. So it's still really just around 1%.
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B
You went long and it reminded me of the weekly listen when you used to do the same and I would give you negative 2 points, but I'm not going to do that.
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D
Made you feel nostalgic for, you know. Yeah, it did a great franchise. A few extra points.
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I'm not nostalgic.
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It was a good answer.
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I. I don't like the losing piece.
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Susie says 10% roughly will be given to AI agents. Blake says one. Paul, what say you?
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In 2026, shoppers started letting AI agents do very little for them. Anyone who thought agentic AI would take over not just the discovery and consideration and shopping stages of the purchase path, but the actual transaction process, I think underestimated how much consumers, at least in the US like to control the have control over the buy button and have agency over the conversion process. Pun intended. So, yeah, I don't think this is going to be a year when we see a big transformation, at least in the lower part of the funnel, in terms of the role that AI agents play.
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B
Paul, what percentage do you think since we started? I didn't ask them, but they just started giving percentages.
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C
Yeah, I don't know what we mean by percentages. Like what, what exactly do you mean.
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B
When we say maybe share the shopping? If 100 is I'm giving everything to AI agents and 0 is none, I.
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Think it's shopping or of the purchase. Like, I. That's what I'm struggling to.
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Of the dollars.
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Influence of influence in shopping under which buying is included.
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C
So not the dollars, but the influence.
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Yeah, I was thinking about the influence, not the dollar.
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Oh, I was thinking about the dollars, but it doesn't matter. It's the same thing.
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B
Boy.
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A
Well, I mean, did you say Susie, not influence though, because you're saying how much of it will be fully automated. Right. So, like how much more toilet paper or toothpaste or soap am I going to buy or am I going to move the subscription on Amazon from a subscription thing to an AI tool?
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B
I just said, how much control will shoppers give to AI agents in 2026? And then you start giving percentages. And I thought, all right, we're doing it.
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D
Well, then I'll change my answer to no control. 0.
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B
0.
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Suzy, if we're saying that I will not have a say in it as a shopper, like, generally speaking, then I think it's 1%. I think there are still those like, okay, cutting edge folks who are going to buy AR VR Glasses from Warby Parker and Google, who will be letting an AI agent make the most benign purchases. But generally speaking, we're not there yet.
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B
Paul.
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C
Well, I'll say that in terms of the actual purchase, 1%. If you go further up the funnel and you think about discovery, consideration or influence, I would go up to maybe 20% because I think people are very comfortable with that part of letting an agent, you know, kind of do their legwork for them. But in terms of hitting send on a credit card purchase. Yeah, 1% or below.
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B
Thorough. But I gave you one point already. Susie gets three. Blake two. Pull one.
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A
Oh my God. It's like a pity.
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B
Three points kind of moving into.
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A
I'll take them. I absolutely will. I'm a little sister. I know exactly what that works like.
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B
No shame. Question three, we're talking about smart glasses in 2026. What's going to happen? Well, in 2025, lots of smart glasses announcements were made. Meta dropped its $800 ray ban displays. Amazon unveiled its prototype smart glasses for its delivery drivers. And Google said right at the end of the year that it plans to launch AI smart glasses this year in 2026. Big tech seems invested, but how much should we, and advertisers, people who, you know, in the space paying attention to this world, how much should, should we be invested in smart glasses and how seriously should we be taking these endeavors? Blake?
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D
I would say in 2026, smart glasses, smart glasses let the world know who the nerds are because I think they still do not look good on anybody. Even the, even the Ray Ban Meta ones. I think it's, you know, when you, when you realize that someone's wearing them, to me, I just automatically lose some respect personally for the, for this individual. But look, I think in all seriousness though, as a tool, I think that we're going to start to see some advancements very soon. So like things for delivery drivers like just being able to end, enhance productivity for people at work. That's where the, the future really lies, I think in terms of just, you know, something for the general public. I think it's going to be a hard sell still for a large percentage of consumers to want to fork over their hard earned money for a very expensive pair of glasses that are still kind of a novelty for folks who.
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B
Aren'T watching just listening in. When Blake was making his disparaging comments, Paul slowly took off his glasses.
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C
And.
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Threw them across the room. Susie.
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A
So I.
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B
No, Paul. Sorry, it's Paul's turn. I'm so sorry.
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A
Almost gave away the secret sauce. Phew.
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B
Diable Shev.
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C
So for listers with the as yet, as yet uninstalled sunglass attachment here.
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B
I was kidding before, but Paul has some. Is what he has. He has a box. He has a box of them.
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C
Not. Not for the podcast. Just for you guys to know. I would Never, ever spend 800 bucks on those things, but they were actually a gift at the. The good Apple Digital AP that I did a few months ago. They were in our gift bag.
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D
That's a pretty good gift.
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C
It is. It's an amazing gift. But it was two months ago and I still haven't opened them. Just saying. But now. Anyway, let's get back to business here in 2026. Smart glasses let the world know they were ready for prime time. I disagree with Blake. I think this is the moment when this starts crossing into the mainstream. People with either long memories or absolutely nothing better to do with their time might remember that. I pontificated on this show about how AR and VR were just not gonna get anywhere if you have to wear like these massive goggles. But I think the glasses are definitely a step in the right direction. And it's also worth noting that this is basically like the second wave of this. So back in 2016, and if you take a moment to look at your screen, here's a picture of Danny Caridi, AKA the godfather of behind the Numbers, sporting snap lenses at our holiday party. So that was nine years ago and at the time, like, you know, those went nowhere. Snap, shut it down. I think this is like, you know, the second wave where it actually starts becoming real and every, you know, meta has a commanding share of the market now. That's going to change as others introduce this technology. So.
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D
And for the record, even after seeing this photo, I still have a tremendous amount of respect for Daniel.
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B
He's the only person who can pull these off. Danny Caridi on our production crew has an answer to every question you ask him. It's quite unbelievable. Also helped start this very podcast. So shout out to Danny, Susie.
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A
So I think it's the year of a lot of buzz still, but nothing material in that. There was a lot of news. We're constantly hearing about all the different partnerships. I think it helps that Google went with Warby Parker, which is a much more affordable brand image versus a lot of other pairings. I think brands that are very tech forward. Your question was, should brands be investing in this? I think very tech forward brands who have niche audiences of people who like to try technology should start dabbling in Doing some piloting AB testing, 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. Wearable category is moving in the right direction, but I don't think that there are enough use cases to prove that the price tag is worth it.
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B
Even though Paul did bring a visual aid of Danny wearing the glasses which we throw up on the screen. Just the one point. Blake has two, Susie with three. I like the Parker comment.
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A
What?
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B
I think that was good analysis. So after second round, two gone, one to go, Blake is in the lead with 8. Paul and Susie 7.
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A
What is that real math?
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B
Yes.
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D
I've been in the middle every time so I've, you know, still accumulate the points. I've.
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A
Yeah, you know, two, four, six.
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B
Blake picked up three.
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A
Blake has seven.
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B
Susie a 1, 3, 3. Paula, 2, 1, 1, 7.
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D
It's all above board here. I'm behind the numbers.
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A
Four.
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D
Yes.
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A
No. Aren't we counting the other points too? Paul has three plus two.
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B
Sorry, listeners, just hold on a second while Susie counts the scores for us again for the first two hours. In your own time, Susie.
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A
Fine. It's fine. I'll have to trust the system.
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B
Yeah, the pretty simple Excel formula I've got here working out for me. Thank you.
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A
Just saying the math wasn't math and for me, still not math and. But I'm gonna let it go. It's fine.
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B
Thank goodness. All right, listeners, we can move on with our lives now. He's happy. Okay, after two rounds, Blake, like I said, is ahead with eight. Susie and Paul tied with seven. So also play four as we move into round three, cleverly named history in the making. Because we're in this multiple choice round, we dip into our forecasts and identify some big milestones we expect to happen in 2026. So back to Slack. Question one.
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A
This is where I lose. You don't need to do the math.
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B
What's wrong now I'm going to lose.
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A
I don't do well in multiple choice.
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B
Well, with that attitude you won't. Question one. Retail social commerce sales will cross the 100. I've put 100 mark, but probably 100 billion dollar mark in 2026. But what share of Americans will be social buyers in 2026? Definition, someone who buys on social platforms at least once a year. A, 30, B 40, C 50%. 30, 40 or 50% for the share of Americans that will be social buyers this year. Quicker, folks.
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A
Yeah, because they're looking.
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B
Have you guys googling the answer? You took the longest. Okay.
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A
I did.
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B
Yes, you did.
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A
Oh, it's because I went to text accidentally. Sorry about that.
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B
The correct answer is Paul put 40, but I asked him to put letters, but he decided to put the number which is still correct. 40%. Paul. Blake also got 40. Susie said 30. Yeah. So a point for Paul, one for Blake. Susie, big.
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C
Guys, do I get an extra point for not being on the retail e commerce team?
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A
No, because you have social commerce. Yeah, nice try.
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B
Susie is head of retail desk. Should get negative five.
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A
But we don't cover social. It's Minda and Max.
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B
Social commerce. You're doing an episode on social commerce later this month, so don't try it. I will be hosting Blake if you're free. I wouldn't mind summon you in for that one too.
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D
Unfortunately, I'm busy that day.
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C
Laundry.
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B
Fine, I'll do it. For the first question 2. For the first time ever, average daily time spent watching TV across all ages will fall to under 2 hours. Less than 2 hours of TV time being watched traditional TV time per day. For the first time ever, an hour and 58 minutes is going to fall to in 2026. But what share of the US adpie will go to traditional TV spending? What share of the US adpie will Go to traditional TV spending in 2026? 15%, 11% or 8% a? 15 b? 11 c? 8.
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A
I don't know these ones.
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B
Answers are in Blake said A and Paul and Susie said B, which is correct. 11%. So Paul gets one.
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A
Paul is winning, gets one.
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B
Blake gets nothing. But it comes down to the last question. And the last question, you'll be surprised to learn, is worth two points.
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A
Wait, what's the score right now?
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B
Paul and Blake are tied on nine. Susie, you have eight. So you can win it all. If they get it wrong. If they both get it right. Don't worry. Of course I have a tiebreaker. Question 3. The number of Gen Z Gen AI users will overtake that of Millennials. Number of Gen Z folks using Genai will overtake that of Millennials, but only slightly this year in 2026. But what share of the overall US population will use gen AI once a month in 2026? 39% is A, 43% is B, and 47% is C. Can you say those one more time? 39, 43 or 47% of the overall.
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A
What are they doing with AI using.
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C
Anything once once a month. Using a an LLM once a month.
- [28:55]
B
All right. Yep. The answer is I can't believe you all said C 39%, which is A. That's what our forecast team thinks. I mean, those shares are still pretty close, so you weren't way off. But, yeah, 39% of folks will use it once a month, which is kind of what our SO Head of AI principal AI analyst Nate Elliot was saying on a recent episode that 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. So it is. Yeah, surprising number, but it will continue to climb, and we'll get close to that 47%. I mean, a couple of years. So we were not too far off. But that means I'm in second last place. Paul and Blake tied with nine, Susie with eight. So, Susie, you have definitely, definitely, definitely, definitely lost. But Paul and Blake move on to the finals, the final elimination round. And I have two questions for you. Would you prefer sport or history?
- [30:11]
A
Oh, let's do sports.
- [30:13]
D
I'll defer to Paul. Wait, hang on. What kind of sport? Real sports or soccer?
- [30:18]
B
No, I'm not telling you. You didn't get specific. The categories are sport or history.
- [30:22]
C
I'm going with history. All right, you defer to me, Blake. Let's do history.
- [30:28]
B
Okay.
- [30:29]
C
I have the same problem you do, Blake. Like, I. I know a lot about some sports, but nothing about many others, so.
- [30:34]
D
Exactly. Unfortunately, I'm that same way with history, but let's roll the dice.
- [30:38]
C
I am, too, actually.
- [30:40]
B
Closest wins, so get ready. Fingers on keyboards. In what year? Susie, you can play along for fun if you want.
- [30:47]
A
No, that's fine.
- [30:48]
B
Okay, the question is, in what year was the Coliseum completed? We have three seconds to answer. And what year was the Colosseum completed?
- [31:00]
C
Is this multiple choice or.
- [31:02]
B
Nope. Closest wins, Gentlemen. Okay, both very close. Blake said 200 BC. Paul said 47 BC later than you might have thought. 80 AD 80 AD was started in 72 AD but completed in 80. So you guys weren't far off. I probably would have said somewhere in the 1500s. So you guys. You guys did pretty well. But that makes Paul this episode's winner. Congratulations to Paul.
- [31:43]
C
I have to admit, I'm embarrassed that I didn't get that right because I was around when it happened, so I should. I should have known.
- [31:51]
A
And still you remember grade school homework. Fascinating.
- [31:55]
C
Yes, I do. Grade school from 2,000 years ago.
- [32:01]
B
Well, congratulations to Paul. Here's today's. This episode's winner of the big 2026 quiz. Thank you so much to everybody for participating. That's all we have time for for today's episode. Thank the contestants in turn. Thank you first in third place to be kind to her. Susie.
- [32:19]
A
Thanks for having me in.
- [32:21]
B
An impressive second. Blake.
- [32:24]
D
Thanks Marcus. Happy New Year everyone.
- [32:26]
B
Impressive second and a fantabulous first place.
- [32:31]
C
Paul then I love 2026 already.
- [32:35]
B
And a huge thank you to the production crew. Of course, a special thank you to Danny Caridi who was featured in this episode. You saw his face on the screen wearing the glasses. And also as I mentioned, someone who helped start this very podcast. So huge thank you to him and the whole production crew. Thanks to everyone for listening to my Nimsley Market video podcast. Please do subscribe, follow and leave a rating and review if you can make it your New Year's resolution. Perhaps we'll be back on Monday talking about all things digital, advertising trends to watch in 2026. Bake off style. Complete ripoff. We have no shame.