Excitement about the second season of Stranger Things can drive interest in unrelated products, according to a study by Mailjet. Email messages using Stranger Things as a hook drove 74 percent higher engagement in the US, and 10 percent higher in the UK.

The Halloween season in general holds potential for marketers, with emails mentioning the holiday in the subject line enjoying a 68 percent higher engagement rate.

Amazon is set to make a dent in the Google and Facebook duopoly, according to estimates by eMarketer. The online retailer’s ad revenue has increased by 48.2 percent this year, reaching $1.65 billion. Amazon is set to account for 3 percent of all digital ad spending by 2019 due to its faster growth than any other publisher in the sector.

Amazon’s music service is likewise closing gaps between other platforms. A report by MIDiA Research indicates that Amazon is now the third-largest music streaming service, with 16 million users and 10 percent of total market share.

An App Annie report indicates that mobile app revenue and downloads continue to grow, much of it coming from emerging markets like India and Southeast Asia. Combined installs on the iOS App Store and Google Play store increased by 8 percent over Q3 last year, reaching a total revenue of almost $17 billion.

Additionally, time spent using Android apps has increased by 40 percent in the last year, nearly reaching 325 billion total hours for the third quarter.

Digital advertising continues to drive the US ad market’s growth in Q3, according to a report by SMI. Online ad spending grew by 11 percent in the third quarter compared to last year, and 5 percent in September alone. By contrast, television spending fell by 11 percent in the same period.

Splitting the segment further, local TV advertising increased by 14 percent, while national broadcast and local cable dropped by 5 percent and 12 percent, respectively.

Generations Y and Z are purchasing much more luxury goods, a report by Bain & Co. found. The global luxury market is estimated to grow by 5 percent this year, a full 85 percent of which is due to increased millennial spending.

“This power shift between generations, away from the baby boomers toward younger shoppers, means the latter are now the growth engine of the market in every region globally,” said Bain partner Claudia D’Arpizio in an interview with The New York Times. 

Ad spending on visual social media has exploded in recent months, according to a report by 4C Insights. This quarter, revenue for Snapchat and Instagram rose by 73 percent and 55 percent, respectively, due in part to offline features added to both apps.

Pinterest, Facebook and Twitter saw growth as well—though not as dramatic—at 26 percent, 27 percent and 26 percent, respectively.

Despite recent hits to the NFL’s ratings, ad spending is still strong, as new data from Standard Media Index suggests. Total ad revenue for NFL games increased by 2 percent this September over the same month last year, from $504 million to $513 million.

Likewise, the number of ad slots purchased increased by 2 percent, and the price for NFL ads increased by 7 percent. All this comes in the face of 5 percent lower ratings this season, though recent natural disasters have contributed to fewer watchers.

New information from Nielsen has revealed that the fast-moving consumer goods (FMCG) market has seen minor growth in Q2 2017, reversing last quarter’s $3 billion loss in sales. According to Nielsen analysts, nearly all growth in the sector (up .06 percent this quarter) was driven by e-commerce, which makes up 7 percent of FMCG sales.

“Across total shopping trips, 14 percent of Americans say they consider buying online, which is up from 9 percent in 2015,” Nielsen reported. “Additionally, 33 percent more households are influenced by digital before they visit a physical store for non-food items than in 2015.”

Brand safety concerns are driving an increased interest in direct placement for digital ads, according to a new report by MediaRadar. The total number of brands placing ads programmatically has dropped by 2 percent from last year, with P&G and Unilever making substantially more high-CPM ad buys.

“Everyone is talking about transparency and brand safety,” says Todd Krizelman, CEO & co-founder of MediaRadar, to MediaPost. “In the quest for it, many of the world’s largest advertisers are shifting ad spend, and now spreading it across more than a dozen different media formats.”

More than half of Americans believe that fraud is an unavoidable part of ecommerce, according to a study by Paysafe. Of the 3,000 consumers surveyed, 59 percent agreed that fraud is inevitable, and 58 percent were willing to accept any security measure to protect them from it.

Higher security doesn’t hurt the shopping experience, either. Only 12 percent reported abandoning shopping carts due to delays caused by payment security, and 71 percent are open to stricter processes like two-factor authentication.

Businesses think the opposite: 67 percent say higher security would lead to higher cart abandonment, and 61 percent claim that their customers don’t want higher security.

(Editor’s Note: This post will be updated daily until Friday, October 27.)