2025年全球媒介趋势预测报告-.docxVIP

2025

MEDIATRENDS

PREDICTIONS

Contents

Introductioni

01Themediaecosystem

01

Optimism,convergence–andanidentitycrisis

Content

13

Theboom,bust,andbattleforaudienceattention

25Data,tech,andanalytics

25

Navigatingprivacy,regulation,andtheriseofAI

Audiencemeasurement

35

Redefiningthestatusquoforafragmentedmediaworld

47Peopleandskills

47

Future-proofingthemediaecosystem

Wanttofeelconfidentaboutthefuture?

Thenfocusonpeoplefromeveryangle

Today’smedialandscapeisshapedbya

convergenceofmajortrends,including

marketvolatility,evolvingindustry

dynamics,andtheincreasingcomplexityofmediaandtechnology.

Macrofactors,suchasinternationalcrises

andpoliticalchange,addfurtherinstability.

Atthecoreofthesechallenges,however,liesonedominantchallengeformediabuyersandsellers:acrisisofconfidence.

Andwhenconfidenceislacking,regulationstendtotighten,audiencescanshift,businessmodelsandrevenuestreamsmightbe

disrupted,andinvestmentcandryup.

However,thecurrentsituation,though

challenging,doesnotposeanexistential

threat.Thisreporthighlightsseveralreasonsforoptimism,notablysustainedadvertising

expenditureandtheadventofemerging

technologies.Thelatter,inparticular,are

poisedtodrivegrowth,fosterinnovation,andenhanceindustryresilience.

Butadspendgrowthorinvestinginnewtechalonewillstillnotresolvetheindustry’score

challenges.Thefutureofmediaultimately

dependsonarenewedfocusonpeople–bothwithintheindustryandtheaudiencesitserves.

Indeed,thesector’smostvaluableassetisits

highlyskilledworkforce,andtheirabilityto

innovateandadaptwillbecriticalinsteering

theindustryforward.Beyondjustdriving

technologicaladvancement,theseindividualsaretheoneswhocaninterpretandapply