Behind the Numbers: What If? OpenAI Acquires Snapchat, Starbucks Goes Crypto, and Paramount Cuts the Cord

Podcast: Behind the Numbers: an EMARKETER Podcast
Host: EMARKETER
Episode Title: What If? OpenAI Acquires Snapchat, Starbucks Goes Crypto, and Paramount Cuts the Cord
Release Date: June 23, 2025

In this episode of Behind the Numbers, EMARKETER's team delves into three speculative yet intriguing predictions for 2025: OpenAI potentially acquiring Snapchat, Starbucks venturing into the cryptocurrency space, and Paramount following in the footsteps of major media conglomerates by divesting its cable assets. Hosted by Marcus, the conversation features principal analyst Yuri Wormser, VP of Content Paul Werner, and head of the retail desk Susie David Canyon. Here's a comprehensive breakdown of their discussions, insights, and conclusions.

Introduction and Setting the Stage

The episode kicks off with a lighthearted "fact of the day" segment, tracing the origin of the word "salary" back to salt payments in ancient Rome. This serves as a segue into the main discussion on futuristic predictions.

Marcus [01:28]:
"Today's real topic, very specific but highly unlikely predictions for 2025. Shark tank style, round one."

The team introduces the format: each member pitches a bold prediction, followed by a panel discussion to evaluate its plausibility.

Prediction 1: OpenAI Acquires Snapchat

Yuri Wormser [04:37]:
"My prediction is OpenAI will buy Snapchat. I took the highly unlikely direction seriously for several reasons..."

Key Points:

• Valuation and Data Assets: Snapchat's estimated valuation at $13 billion makes it an attractive acquisition target for OpenAI, primarily for its extensive user and influencer data.
• Technological Synergy: OpenAI's expertise in augmented reality and commerce aligns well with Snapchat's features like Spectacles.
• Brand Equity: Given Snapchat's substantial user base, maintaining its standalone brand post-acquisition is deemed beneficial.

Marcus [05:40]:
"Do you think they would keep it standalone or rebrand it under OpenAI?"

Yuri [05:48]:
"I just think they keep it standalone. It has hundreds of millions of users, so it's a lot of brand equity to keep."

Panel Reaction:

• Marcus: Supports the idea, acknowledging the timing factor for 2025.
• Susie David Canyon [08:02]:
  "I also give it a half point because the complexity of integrating data sets might take more than six months."
• Paul Werner [07:22]:
  "I'm in, I'm in."

Final Verdict:
Yuri receives 2 out of 3 points, indicating moderate support for the prediction.

Prediction 2: Starbucks Launches Its Own Stablecoin

Susie David Canyon [09:14]:
"Recently in the news, Amazon and Walmart are investigating the idea of creating their own stablecoin. However, I predict Starbucks will be the first to market."

Key Points:

• Market Timing: With favorable legislation towards crypto, now is the opportune time for retailers to introduce stablecoins.
• Operational Efficiency: Stablecoins offer near-zero transaction fees and instant payments, enhancing cash flow and reducing costs associated with credit card fees.
• Ecosystem Synergy: Starbucks' robust loyalty program, boasting 34 million active users, can seamlessly integrate stablecoins, enhancing customer retention and spending.

Susie [11:00]:
"Starbucks has the largest loyalty program in the US, with 40% of their sales coming from their strongest loyalty members. Embedding a stablecoin into their existing digital wallet can lower barriers and create new revenue streams."

Panel Reaction:

• Yuri Wormser [13:02]:
  "I'm going to give it a point because it makes a ton of sense for Starbucks."
• Marcus [15:06]:
  "I'm in, but I'm giving it a half point due to timing uncertainties."
• Paul Werner [15:59]:
  "I'm skeptical about this happening in the next six months due to potential backlash and volatility concerns."

Final Verdict:
Susie receives 1.5 out of 3 points, reflecting a cautious but optimistic stance on the prediction.

Prediction 3: Paramount Divests Its Cable Assets

Paul Werner [19:14]:
"Paramount will be the next media company to spin off its cable assets, similar to Comcast's NBCUniversal and Warner Brothers Discovery."

Key Points:

• Shift to Streaming: The industry trend clearly favors streaming over linear TV, making the divestment of cable assets a logical step.
• Regulatory and Business Pressures: Paramount's ongoing merger with Skydance and the need to appease regulators push the company towards shedding non-streaming assets.
• Asset Valuation: With decreasing returns from cable, divesting these assets becomes economically sensible.

Susie [21:07]:
"While the economic rationale is strong, the actual sale and acquisition process might take longer than six months due to market conditions and asset evaluations."

Panel Reaction:

• Yuri Wormser [22:04]:
  "It makes total sense economically, so I'm giving it a point."
• Susie [22:17]:
  "I'm giving it a one if the prediction is about divestment announcements; however, the actual sale might extend beyond six months."
• Paul Werner [24:27]:
  "I believe the announcement will happen within six months, with deals finalizing shortly after."

Final Verdict:
Susie and Paul's discussions lead to a consensus, awarding 4 out of 3 points collectively, underscoring strong belief in the prediction's validity.

Conclusion and Future Predictions

The episode concludes with the hosts acknowledging the well-received predictions and teasing future topics:

Marcus [26:00]:
"Well played. We have three more very specific but highly unlikely predictions for you on Friday from three other folks."

Listeners are encouraged to subscribe, follow, and leave ratings to stay updated with the latest insights from EMARKETER.

Notable Quotes

• Marcus on Real-Time Measurement [00:00]:
  "If you're only getting insights when the campaign is over, then the answer is of course no."

• Yuri on OpenAI and Snapchat [04:37]:
  "OpenAI will buy Snapchat."

• Susie on Starbucks' Stablecoin [09:14]:
  "It's a no brainer that this will happen soon."

• Paul on Paramount's Divestment [19:14]:
  "It's inevitable... The way of the world in the TV universe is that audiences are going to streaming."

Takeaways

1. Tech Mergers Continue to Shape Social Media: The potential acquisition of Snapchat by OpenAI highlights the ongoing convergence of AI and social platforms, emphasizing data as a pivotal asset.
2. Cryptocurrency Finds Its Niche in Retail Loyalty Programs: Starbucks' exploration into stablecoins signifies a growing trend where retailers leverage digital currencies to enhance customer loyalty and streamline transactions.
3. Media Companies Divest to Adapt to Streaming Dominance: Paramount's predicted divestment of cable assets underscores the irreversible shift from traditional linear TV to streaming services, reflecting broader industry realignments.

This episode offers a thought-provoking glimpse into possible future scenarios, blending analytical insights with speculative foresight to help marketers, retailers, and advertisers navigate the evolving digital landscape.