{"id":63570,"date":"2026-01-29T13:13:05","date_gmt":"2026-01-29T13:13:05","guid":{"rendered":"https:\/\/www.elixirr.com\/en-us\/?p=63570"},"modified":"2026-01-29T13:14:19","modified_gmt":"2026-01-29T13:14:19","slug":"media-and-technology-trends-for-2026","status":"publish","type":"post","link":"https:\/\/www.elixirr.com\/en-us\/media-and-technology-trends-for-2026\/","title":{"rendered":"Media and Technology\u00a0Trends\u00a0for\u00a02026"},"content":{"rendered":"\n
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Intro:\u00a0\u00a0<\/strong><\/h2>\n

The media landscape is accelerating toward a fundamentally different future. As AI lowers the cost of creation, interactivity collapses the gap between watching and doing, and video flows freely across phones and TVs, audiences\u00a0are becoming more discerning about what they trust and how they engage.<\/span>\u00a0<\/span><\/p>\n

Drawing on recent research and industry reporting, the following five trends highlight the forces reshaping how media is produced, discovered,\u00a0monetized\u00a0and experienced.<\/span>\u00a0<\/span><\/p>\n

\u00a0<\/span><\/p>\n

Trends<\/b>:\u00a0<\/b><\/h2>\n

Authenticity\u00a0is\u00a0in<\/span><\/b>\u00a0<\/span><\/h3>\n

Credibility is fast becoming a premium attribute in media\u00a0\u2013\u00a0one that drives engagement,\u00a0conversion\u00a0and long-term value.<\/p>\n

As generative and agentic AI lower the cost of producing content and expand across platforms, audiences are placing greater value on authenticity, human-driven\u00a0storytelling\u00a0and clear authorship, and at the same time, pushing back against the flood of AI-generated media. The 2025 Edelman Trust Barometer shows that US respondents are twice as likely to reject the growing use of artificial intelligence as embrace it, with 75% reporting distrust. Negative commentary on low-quality, automated output\u00a0\u2013\u00a0often labeled\u00a0\u2018AI slop\u2019\u00a0\u2013 continues\u00a0to rise across platforms.<\/span>\u00a0<\/span><\/p>\n

In response, media companies are seeking scalable ways to verify authorship, signal\u00a0authenticity\u00a0and protect trust, making authentication and provenance key strategic priorities across the full media lifecycle, from real-time social distribution and digital publishing to long-form journalism, studio films and broadcast and streaming content. Prove what\u2019s\u00a0real, or\u00a0risk losing consumer attention and confidence.<\/span>\u00a0<\/span><\/p>\n

 <\/p>\n

Discovery\u00a0is\u00a0getting\u00a0smarter, and\u00a0more\u00a0trusted<\/span><\/b>\u00a0<\/span><\/h3>\n

While audiences\u00a0remain\u00a0skeptical of AI-generated content, they may be more open to AI playing a different role: helping them decide what to watch, read, or buy.\u00a0<\/span><\/i>\u00a0<\/span><\/p>\n

As content libraries grow and feeds become more overwhelming, consumers are increasingly looking for experiences that narrow choices rather than expand them, and for platforms that can respond to simple questions like\u00a0\u2018<\/span>What should I watch tonight?\u2019<\/span><\/i>\u00a0or\u00a0\u2018<\/span>I liked X, what\u2019s similar?\u2019\u00a0<\/span><\/i>And as AI becomes more capable of understanding intent, context and preference in real time, streaming platforms are beginning to respond, shifting discovery away from passive, algorithm-driven scrolling toward more intent-led, AI-powered guidance across search, home\u00a0screens\u00a0and recommendation flows.<\/span>\u00a0<\/span><\/p>\n

For consumers, that means less time spent searching and more confidence in the choice they make.\u00a0For media companies and brands, it opens a path to improve loyalty and usage by providing a service audiences actually want.\u00a0In a moment of widespread skepticism toward AI-made media, curation may be where trust is built first.<\/span>\u00a0<\/span><\/p>\n

 <\/p>\n

Interactive TV\u00a0is\u00a0collapsing the\u00a0gap\u00a0between\u00a0watching and\u00a0doing<\/span><\/b>\u00a0<\/span><\/h3>\n

Audiences are no longer limited to watching content unfold\u00a0\u2013\u00a0they\u2019re\u00a0increasingly able to, and interested in, acting within it in real time, from betting and voting to chatting and buying. The projected rise\u00a0of\u00a0sports\u00a0betting to a $200 billion market over the next five years is an early indicator of this broader transformation.<\/span>\u00a0<\/span><\/p>\n

What began in sports wagering has spread across talk shows, reality\u00a0competitions\u00a0and live events such as the 2026 Golden Globes. Second-screen mechanics reward attention by turning it into immediate action; place a bet, cast a vote, join a\u00a0conversation,\u00a0and receive instant feedback. Shoppable video applies the same attention-to-action loop to commerce, letting viewers\u00a0purchase\u00a0what they see in real time without breaking the viewing experience. The platforms that will succeed are those that make participation easy and\u00a0natural and\u00a0deliver obvious value to the viewer without becoming a distraction.\u00a0<\/span>\u00a0<\/span><\/p>\n

\u00a0<\/span><\/p>\n

Who\u00a0controls\u00a0our\u00a0data?\u00a0<\/span><\/b>\u00a0<\/span><\/h3>\n

As media and commerce become more interactive, consumers,\u00a0particularly Gen Z,\u00a0are growing more skeptical about what participation\u00a0costs. Ongoing consolidation and the resulting concentration of data will only amplify that fear.<\/span>\u00a0<\/span><\/p>\n

Having grown up in a world of data breaches, opaque algorithms and platform consolidation, younger audiences are acutely aware of the trade-offs between convenience,\u00a0personalization\u00a0and privacy. Many already respond by sharing less on social platforms, locking down devices, or opting out of features that feel intrusive or poorly explained.<\/span>\u00a0<\/span><\/p>\n

At the same time, ongoing mergers and consolidation will concentrate unprecedented amounts of data,\u00a0identity\u00a0and\u00a0behavioral\u00a0insight in the hands of a small number of platforms. And as these systems\u00a0centralize, consumers will feel they have less control over who sees their data, how\u00a0it\u2019s\u00a0used and how long\u00a0it\u2019s\u00a0kept\u00a0\u2013\u00a0fueling cynicism and eroding confidence.<\/span>\u00a0<\/span><\/p>\n

For media companies and commerce platforms alike, this raises the bar. Viewers need clear, transparent signals about what data is being collected, how\u00a0it\u2019s\u00a0used\u00a0and what control they\u00a0retain.<\/span>\u00a0<\/span><\/b>Platforms that make privacy settings legible, give users meaningful choices and treat transparency as part of the product experience, and not just a compliance requirement, will be better positioned to earn sustained engagement.<\/span>\u00a0<\/span><\/p>\n

 <\/p>\n

As\u00a0media\u00a0converges,\u00a0brands\u00a0must\u00a0become\u00a0creators<\/span><\/b>\u00a0<\/span><\/h3>\n

The way people watch\u00a0videos\u00a0is changing\u00a0\u2013\u00a0and\u00a0it\u2019s\u00a0setting the stage for a new era of brand-backed entertainment.\u00a0<\/span>\u00a0<\/span><\/p>\n

Social video, long-form shows and even vertical formats are no longer confined to phones;\u00a0they\u2019re\u00a0increasingly consumed on TVs and streaming platforms, side by side with traditional entertainment. From a consumer\u2019s point of view, everything competes for their time and attention. For brands and media companies, that means content should no longer be planned in silos; social,\u00a0streaming\u00a0and TV are all part of the same competitive landscape.<\/span>\u00a0<\/span><\/p>\n

As this convergence accelerates, brands are more actively investing in entertainment across the spectrum\u00a0\u2013\u00a0from vertical video on social platforms and YouTube to premium partnerships with streaming services. Examples range from AB InBev collaborating with Netflix on original programming to brands like Red Bull and LEGO\u00a0operating\u00a0as full-fledged entertainment producers.<\/span>\u00a0<\/span><\/p>\n

Over time, all branded entertainment will feel less like marketing and more like the entertainment people actively choose to watch. That\u2019s not a stylistic choice; it\u2019s a necessity. Audiences are increasingly adept at spotting marketing. Anything that still feels promotional will be quickly filtered out \u2013 by switching channels, opening another app, or returning to trusted favorites.\u00a0<\/span>\u00a0<\/span><\/p>\n

In this emerging landscape, the smartest brands will\u00a0operate\u00a0like studios, developing content that earns attention rather than assumes it. The smartest studios will treat brands as long-term partners in content development and financing, rather than short-term advertisers.\u00a0<\/span><\/b>\u00a0<\/span><\/p>\n

\u00a0<\/span><\/p>\n

What\u00a0this\u00a0means<\/span><\/b>:\u00a0<\/span><\/b>\u00a0<\/span><\/h2>\n

Key takeaways for businesses:<\/span>\u00a0<\/span><\/p>\n

Stay agile.<\/strong>\u00a0Media markets are evolving faster than traditional planning cycles can accommodate. As AI, interactivity and new formats reshape discovery and engagement, the ability to test, learn, and adapt in real time becomes a competitive advantage.\u00a0Organizations\u00a0that can move quickly\u00a0\u2013\u00a0adjusting content,\u00a0products\u00a0and business models as consumer\u00a0behavior\u00a0shifts\u00a0\u2013\u00a0will be better positioned than those locked into rigid strategies.\u00a0<\/span>\u00a0<\/span><\/p>\n

Credibility is no longer optional.\u00a0<\/strong>As AI expands across the\u00a0media\u00a0stack, trust becomes a defining differentiator. Clear authorship, visible editorial\u00a0voice\u00a0and transparent data practices are increasingly central to how audiences evaluate content and platforms. Control and transparency\u00a0don\u2019t\u00a0just reduce risk; they actively support engagement and long-term value.<\/span>\u00a0<\/span><\/p>\n

Audience experience matters as much as innovation.\u00a0<\/strong>New forms of participation\u00a0\u2013\u00a0whether\u00a0shoppable\u00a0video, live betting,\u00a0or interactive features\u00a0\u2013\u00a0only work if they feel intuitive and additive. When these experiences become distracting, intrusive, or opaque, audiences disengage. The most successful implementations will feel thoughtfully designed, human-led\u00a0and aligned with the content itself.<\/span>\u00a0<\/span><\/p>\n

 <\/p>\n

Concluding thoughts:<\/span><\/b><\/h2>\n

The next phase of media growth will be defined by a dual mandate:\u00a0doubling down\u00a0on authenticity,\u00a0quality\u00a0and trust, while expanding into new modes of\u00a0monetization,\u00a0efficiency\u00a0and development. The winners\u00a0won\u2019t\u00a0choose between these\u00a0paths,\u00a0they\u2019ll\u00a0learn how to do both at once.<\/span>\u00a0<\/span><\/p>\n <\/div>\n <\/div>\n<\/section>\n\n\n\n

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\n Our media expertise<\/span><\/a> <\/div>\n <\/div> <\/div>\n\n <\/div>\n<\/section>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":6,"featured_media":63571,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[116],"tags":[451,165,127],"related_service":[],"related_industry":[74,62],"class_list":["post-63570","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-2026-trends","tag-media","tag-technology"],"acf":[],"yoast_head":"\nMedia and Technology\u00a0Trends\u00a0for\u00a02026 - Elixirr - USA<\/title>\n<meta name=\"description\" content=\"The media landscape is accelerating toward a fundamentally different future.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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class=\"wp-component-card edwp-component wp-component-card--resource wp-component-card--link js-card-link\n edwp-fade-in\">\n <figure class=\"wp-component-card__image-wrapper\">\n <img width=\"1920\" height=\"1001\" src=\"https:\/\/www.elixirr.com\/en-us\/wp-content\/uploads\/sites\/2\/2026\/01\/Media-Technology-1920x1001-1.jpg\" class=\"wp-component-card__image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/www.elixirr.com\/en-us\/wp-content\/uploads\/sites\/2\/2026\/01\/Media-Technology-1920x1001-1.jpg 1920w, https:\/\/www.elixirr.com\/en-us\/wp-content\/uploads\/sites\/2\/2026\/01\/Media-Technology-1920x1001-1-300x156.jpg 300w, https:\/\/www.elixirr.com\/en-us\/wp-content\/uploads\/sites\/2\/2026\/01\/Media-Technology-1920x1001-1-1024x534.jpg 1024w, https:\/\/www.elixirr.com\/en-us\/wp-content\/uploads\/sites\/2\/2026\/01\/Media-Technology-1920x1001-1-768x400.jpg 768w, https:\/\/www.elixirr.com\/en-us\/wp-content\/uploads\/sites\/2\/2026\/01\/Media-Technology-1920x1001-1-1536x801.jpg 1536w, https:\/\/www.elixirr.com\/en-us\/wp-content\/uploads\/sites\/2\/2026\/01\/Media-Technology-1920x1001-1-100x52.jpg 100w, https:\/\/www.elixirr.com\/en-us\/wp-content\/uploads\/sites\/2\/2026\/01\/Media-Technology-1920x1001-1-319x166.jpg 319w, https:\/\/www.elixirr.com\/en-us\/wp-content\/uploads\/sites\/2\/2026\/01\/Media-Technology-1920x1001-1-479x250.jpg 479w, https:\/\/www.elixirr.com\/en-us\/wp-content\/uploads\/sites\/2\/2026\/01\/Media-Technology-1920x1001-1-567x296.jpg 567w, https:\/\/www.elixirr.com\/en-us\/wp-content\/uploads\/sites\/2\/2026\/01\/Media-Technology-1920x1001-1-767x400.jpg 767w, https:\/\/www.elixirr.com\/en-us\/wp-content\/uploads\/sites\/2\/2026\/01\/Media-Technology-1920x1001-1-1023x533.jpg 1023w, https:\/\/www.elixirr.com\/en-us\/wp-content\/uploads\/sites\/2\/2026\/01\/Media-Technology-1920x1001-1-1278x666.jpg 1278w, https:\/\/www.elixirr.com\/en-us\/wp-content\/uploads\/sites\/2\/2026\/01\/Media-Technology-1920x1001-1-1378x718.jpg 1378w, https:\/\/www.elixirr.com\/en-us\/wp-content\/uploads\/sites\/2\/2026\/01\/Media-Technology-1920x1001-1-1640x855.jpg 1640w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" \/> <div class=\"wp-component-card__preview-icon\">\n <span class='edwp-svg '><svg width=\"47\" height=\"47\" viewBox=\"0 0 47 47\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n<g>\n<path d=\"M23.4141 0.539062C36.1232 0.539183 46.4258 10.8416 46.4258 23.5508C46.4257 36.2599 36.1231 46.5624 23.4141 46.5625C10.7049 46.5625 0.402465 36.2599 0.402344 23.5508C0.402344 10.8415 10.7048 0.539062 23.4141 0.539062ZM23.4141 1.68945C11.3606 1.68945 1.55273 11.4974 1.55273 23.5508C1.55286 35.6041 11.3607 45.4111 23.4141 45.4111C35.4673 45.411 45.2743 35.604 45.2744 23.5508C45.2744 11.4974 35.4674 1.68957 23.4141 1.68945Z\" fill=\"currentColor\"\/>\n<path d=\"M19.2841 33.6992C18.9579 33.6986 18.6374 33.6111 18.3543 33.4454C17.7167 33.0759 17.3203 32.3585 17.3203 31.5797V15.8189C17.3203 15.0379 17.7167 14.3227 18.3543 13.9531C18.6442 13.7827 18.9735 13.6951 19.3078 13.6994C19.6421 13.7037 19.9692 13.7998 20.2548 13.9776L33.4237 22.0406C33.6981 22.2166 33.9244 22.461 34.0812 22.751C34.238 23.0409 34.3203 23.3668 34.3203 23.6982C34.3203 24.0295 34.238 24.3555 34.0812 24.6454C33.9244 24.9353 33.6981 25.1798 33.4237 25.3558L20.2527 33.421C19.9604 33.6017 19.6256 33.6979 19.2841 33.6992Z\" fill=\"currentColor\"\/>\n<\/g>\n<\/svg>\n<\/span> <\/div>\n <\/figure>\n <div class=\"wp-component-card__content edwp-row-load\">\n <p class=\"wp-component-card__eyebrow\">\n Articles <\/p>\n <a href='https:\/\/www.elixirr.com\/en-us\/media-and-technology-trends-for-2026\/' class='wp-component-card__title'>\n <h2>\n Media and Technology\u00a0Trends\u00a0for\u00a02026\n <\/h2>\n <\/a> <div class=\"wp-component-card__meta\">\n <p class=\"wp-component-card__date\">\n 29 January 2026 <\/p>\n <div 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