While much optimism exists for 2025 — fueled by increased ad spend and emerging technologies — challenges abound, not least of which are a changing regulatory environment and significant shifts in how content is consumed.
Kantar Media’s just-released Media Trends & Predictions report seeks to illuminate the opportunities and challenges confronting the media and entertainment ecosystem in the coming year, and beyond.
Key themes in this year’s report include the media ecosystem, and how optimism and convergence are creating, at least for some, an identity crisis.
There’s also a discussion about content, and “the boom, bust, and battle for audience attention.”
Kantar also discusses the need to navigate privacy, regulation and the rise of AI; while “future-proofing the media ecosystem” and redefining the status quo for a fragmented media world through meaningful audience measurement is a priority.
For Kantar Media Chief Marketing Officer John McCarthy, one key conclusion could lead some media industry observers to snicker. “The sector’s most valuable asset is its highly skilled workforce, and their ability to innovate and adapt will be critical in steering the industry forward,” he says. Given the significant reduction-in-force initiatives being seen by a host of radio and television broadcasting companies, McCarthy’s words may come at a difficult time for these publicly traded sector leaders to propel ahead.
McCarthy comments, “Beyond just driving technological advancement, these individuals are the ones who can interpret and apply the tools of AI and data to address the unique challenges of today’s media landscape. Their insights, creativity, and strategic thinking will be the foundation upon which future success is built. But we need more of them, and the ones we have need to embrace and learn new skills.”
Equally important is the role of people as consumers. McCarthy says, “The media industry exists to serve audiences, and understanding the evolving preferences and behaviors of these consumers will be key to shaping media strategies. In a world where online experiences are more immersive and personalized, people’s media consumption habits are increasingly fluid.”
That said, the ongoing shift in how audiences engage with content — from linear television to streaming, social media, and beyond — presents both an opportunity and a challenge, McCarthy notes. “Success will depend on the industry’s ability to not only deliver compelling content but also to accurately measure how, when, and why people engage with it,” he says.
That’s why “people-powered measurement is the final crucial element in this equation,” McCarthy says. “At its core, it’s about understanding audiences at a granular level, utilizing data-driven insights to refine strategies for reach, engagement and monetization.”
For McCarthy, the media industry’s future rests not only on the technological innovations that will shape its operations but on the people who drive those innovations and the consumers who ultimately engage with them. In his view, 2025 will require a balance between leveraging cutting-edge technology and fostering human expertise and creativity. “By focusing on both, the industry can bolster confidence, de-risk decision-making, tap into new opportunities, and continue to evolve in a way that’s both innovative and sustainable,” he concludes.
To view the report in its entirety, please click here.
