As we head into 2026, the media landscape continues to shift faster than many brands can keep up with. Between low-quality AI content, consolidation among streaming platforms, and the rising demand for control over social feeds, 2026 is shaping up to be a year where choices matter more than ever.
Here are three key media trends we expect to define 2026 and what they mean for communicators striving to cut through the noise.
1. AI Slop Backlash Grows Louder
What’s Happening
In 2025, “slop” was named Merriam-Webster’s Word of the Year, reflecting widespread frustration with low-quality, AI-generated content that prioritizes speed and volume over substance.
Major brands like CocaCola faced criticism for their AI-generated Christmas ad, with many viewers describing it as “soulless.” The backlash wasn’t limited to creative critique—it sparked broader conversations about the role of AI in storytelling and how automation can dilute brand trust.
What It Means for Brands
As AI tools become more ubiquitous, people are learning to recognize and reject content that feels like it was made by a machine, even if it’s technically impressive. Brands that want to stand out will need to lean into what machines can never truly replicate: humanity.
Comms strategies in 2026 should:
- Put real people front and center in storytelling.
- Highlight authentic leadership voices, instead of artificial footage.
- Collaborate with creators that audiences already trust.
- Use AI as a support tool, not the centerpiece.
Audiences won’t tolerate “AI for AI’s sake.” The brands that win will make the human element their loudest signal.
2. Streaming Consolidation Reshapes the Landscape
What’s Happening
After years of expansion and fragmentation, 2025 brought a wave of consolidation. Paramount and Skydance merged, forming a more competitive media entity. Meanwhile, Netflix is inching closer to acquiring Warner Bros. Discovery, despite competitive bids and industry pushback.
These moves are designed to centralize libraries, subscribers, and ad inventory—making the streaming space more powerful and, in some ways, more manageable for buyers.
What It Means for Brands
Consolidation will change the economics of CTV and streaming media in 2026:
- CPMs are expected to rise as premium inventory becomes concentrated across fewer platforms.
- Brands that leaned on CTV for cost-effective, high-quality reach will need to account for climbing prices.
- At the same time, ad buying may become more efficient, with consolidated platforms offering better data and bundled packages.
The takeaway for brands is clear: expect higher costs and more competition for attention. Success will depend on planning earlier and at a higher investment if you want to maintain awareness on CTV.
3. Hyper-Personalization at Scale Becomes Reality
What’s Happening
Algorithms are already shaping what each user sees—but 2025 saw signs that users are starting to demand more control. Bluesky’s algorithm transparency gained traction, and Instagram began testing features that let users reorder their Reels feed based on preference rather than black-box logic.
At the same time, personalization has hit new highs—no two people are seeing the same content. (As we explored in our “Song of the Summer” blog, this fractured discovery environment is changing what “mainstream” even means.)
What It Means for Brands
Hyper-personalization isn’t just a trend—it’s becoming the norm. That means:
- Relevance is the new baseline. Ads that feel off-message don’t just get ignored—they alienate.
- Brands need to double-down on their segmentation strategies, going beyond broad demographics to interest and behavior-based personas.
- Creative must reflect individual interests and intent, not just algorithmic assumptions.
Audiences aren’t just hoping to see something relevant. They expect it. If your targeting gets you in the door but your content doesn’t resonate, you’ll be tuned out.
In Summary
As 2026 unfolds, the media environment will reward brands that embrace:
- Human creativity and authenticity over automated clutter.
- Strategic investment in premium, consolidated streaming channels.
- More thoughtful, robust segmentation and personalized messaging—powered by smart automation, guided by human insight.
The path to real impact isn’t more ads. It’s more relevance, more resonance, and more human storytelling.
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