The way people like to be entertained has changed.
Their viewing habits are increasingly migrating online, with digital consumption growing by over 30% globally in 2021.
In a streaming world, people can select from seemingly endless amounts of content on an ever-growing number of platforms.
The explosion of choice is driven by creators, who have found new ways to engage people and foster fandom. This has led to the rise of the creator economy and upended mainstream culture.
Traditional networks no longer control how content looks or what’s considered good. Instead, creators feel beholden to their viewers, and they make content specifically designed for their audience’s interests and needs.
As a consequence, brands must continue to evolve the role that online video plays in their media strategies. They should also become a key part of the creator economy by not only leaning into creator-led platforms but by producing ads specifically designed for these platforms.
What does all this mean in practice? We asked five agency executives to share their top tips for staying ahead of digital media trends.
