Our Scans · (ZY.4.18) Media Studies · Weekly Summary

• [New] In 2026, more non-retail companies will enter the retail media space. Mirakl
• [New] As retail media matures, success in 2026 will depend less on expanding inventory and more on how effectively retailers adapt their infrastructure. Mirakl
• [New] U.S. ad spend is projected to grow 9.5% in 2026, with double digit gains expected in social media (14.6%), CTV (13.8%) and commerce media (12.1%). Digiday
• [New] More ad buyers expect to strengthen focus on using generative AI in media campaigns in 2026 (78% vs 62% in 2025) - representing the top-cited area. StreamTV Insider
• [New] In 2026, media companies will invest in data warehousing solutions that securely and intelligently provide data access to power analytics, integrations, and AI. WideOrbit
• [New] In 2026, sales teams will rely more on AI tools that use predictive modeling to build media plans that accurately forecast audience reach across platforms, identify optimal flighting patterns, and enable fluid budget allocation and optimization. WideOrbit
• [New] Rather than simply reacting, media organizations have an opportunity to take a more intentional, collaborative approach to connecting linear and digital operations, applying new technologies where they add real value, and positioning themselves to grow and compete in the coming year and beyond. WideOrbit
• [New] The need to piece together the AI tools used for media and entertainment will lead to an increase in connectivity points between recommendation engines, ad-tech, CMS, and analytics under a single layer. AI Business
• [New] In 2026, enterprises will emphasize using AI agents more, with a clearer purpose within their organizations and geopolitical locations, and clearer usage across verticals such as media and retail. AI Business
• [New] The 2025 AI Index Report from Stanford noted two-thirds of global respondents anticipating significant AI effects on daily life within 3-5 years, yet optimism persists in some regions, reflecting hype around productivity gains that media narratives amplify while underemphasizing dependency risks. Grokipedia
• [New] Media spending by advertisers is projected to reach $664.2 billion in 2026, continuing a steady shift away from offline media and toward digital and data-driven channels. Insideradio.com
• [New] Microdramas are rapidly transforming LATAM's media landscape, with revenues projected to reach $14 billion globally by the end of 2026, including $3 billion generated outside China. Yahoo Finance Singapore
• [New] Meta's ability to monetize advertising on Status and Channels will open up new purchasable media spaces: companies will be able to combine traditional advertising campaigns with automated conversational flows, transforming advertising impressions into immediate dialog on WhatsApp. SendApp - Whatsapp Marketing Software
• [New] The U.K. has threatened to ban X and Grok, Elon Musk's social media platform and AI model, for allowing users to create explicit deepfake images of people, including children. Harvard Gazette
• [New] Macron pushes for fast-track ban on social media for children under 15 (AP) French President Emmanuel Macron says he wants his government to fast-track the legal process to ensure that a ban on social media for children under the age of 15 can enter into force in September at the start of 2027. Tumblr
• [New] With global revenues projected to surpass $3 trillion by 2026, the Media & Entertainment industry is not evolving - it is being structurally redefined. TO THE NEW
• [New] By 2026, over 85% of global media consumption will occur via connected TV, mobile-first, and hybrid OTT platforms. TO THE NEW
• [New] By 2026, generative AI in media and entertainment will shift from experimentation to operational dependency. TO THE NEW
• [New] Gerstl adds that content aggregation remains a priority, but 2026 will mark an accelerated fusion of traditional and social media experiences. IBC
• [New] In 2026, podcast teams will treat their show less like a weekly file upload and more like a reusable media product. Resilient Voice Media
• [New] TikTok will become more similar to American-owned social media applications when it comes to access to data and how it's monetized. Los Angeles Times
• [New] In the age of social media, bundling live games with content tailored to younger audiences will further strengthen fan loyalty and enhance the behavioral data that powers personalized engagement, advertising strategies, and global expansion. PwC

Last updated: 05 February 2026