2025年媒介趋势与预测

Contents 01 13 25 35 47 Then focus on people from every angle In this context, the media industry’s futurerests not only on the technological innovationsthat will shape its operations but on thepeople who drive those innovations and theconsumers who ultimately engage with them.2025 will require a balance between leveraging The ongoing shift in how audiences engagewith content – from linear television tostreaming, social media, and beyond – presentsboth an opportunity and a challenge. Successwill depend on the industry’s ability to not But ad spend growth or investing in new techalone will still not resolve the industry’s corechallenges. The future of media ultimatelydepends on a renewed focus on people – both Today’s media landscape is shaped by aconvergence of major trends, including Indeed, the sector’s most valuable asset is itshighly skilled workforce, and their ability toinnovate and adapt will be critical in steeringthe industry forward. Beyond just drivingtechnological advancement, these individualsare the ones who can interpret and apply the Macro factors, such as international crisesand political change, add further instability.At the core of these challenges, however, lies That’s why people-powered measurement isthe final crucial element in this equation. At itscore, it’s about understanding audiences at agranular level, utilising data-driven insights to And when confidence is lacking, regulationstend to tighten, audiences can shift, businessmodels and revenue streams might be John McCarthyChief Marketing OfficerKantar Mediajohn.mccarthy@kantar.com But again, it’s also about the people behindthe metrics – the data scientists, analysts,marketers, and strategists who make sense ofcomplex data sets to inform decision-makingand build compelling narratives. They bridgethe gap between raw data and actionable However, the current situation, thoughchallenging, does not pose an existentialthreat. This report highlights several reasonsfor optimism, notably sustained advertising Equally important is the role of people asconsumers. The media industry exists toserve audiences, and understanding theevolving preferences and behaviours of theseconsumers will be key to shaping media Optimism, convergence- and an identity crisis Rising ad spend and blurred boundaries aretransforming media, presenting both challenges 2024Trends Interestingly, there’s a clear differencebetween heavier and lighter VOD viewers,with heavier users far more open to ads (seechart). Often subscribed to multiple services,they’re motivated by the chance to lower theirmonthly costs. Lighter users, however, tend This continued shift towards hybridbusiness models – often characterised byexperimentation, false starts and dead ends –is becoming a staple across the industry. Manymedia brands, whether they started as native TV continues to grow across most formats.Indeed, as more delivery formats becomeavailable, the more apparent the power ofthe TV set itself – the second-strongest growth A trillion reasons to be positive about Despite a range of trends causing a crisis ofconfidence for the sector, ad investment is oneof many reasons to feel optimistic. In 2024,global advertising expenditure was forecast toincrease by 10.5% to reach a milestone of $1.07trillion, marking the strongest growth in six Convergence spreads… While advertising remains a core focus, 2024saw media brands increasingly diversifyingtheir business models to stay competitive inan evolving, hybrid media landscape. This shiftreflects the growing need to expand beyondexisting revenue streams, with businesses North America, buoyed by US electionadvertising, led with a forecast of +8.6% to$347.5bn. In Europe, ad spend is forecast to riseby 5%, with the UK securing the largest spend Meanwhile, social media in all its forms – now thelargest single category, having overtaken search,and excluding YouTube in WARC’s methodology– accounted for 22.6% of global ad spend.Meanwhile, retail media – advertising placedon a retailer’s media network – emerged as the For example, VOD platforms that lean onsubscriptions are increasingly deploying ablend of paid subscriptions and ad-supportedmodels – and Kantar Media’s TGI Global QuickView data indicates that 58% of connected …and an identity crisis unfolds These technical (or sometimes legal) terms,which are frequently based on definitionsthat can become outdated quickly, also pose On the subject of complex media definitions,the industry collectively shone a spotlight on arelatively new term in 2024:synthetic media.This refers to the ability to generate highlyrealistic, entirely machine-made content using As media brands experiment with new businessmodels, the industry is also grappling with agrowing identity crisis as existing boundaries Meanwhile, others believe CTV itself is aneedlessly complex term, and the industryshould focus more on the quality of the This transformation is more than justsemantics; it represe