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2025: How digital technology will evolve in the media industry and entertainment market. 10 forecasts
Companies working in the media and entertainment industries are actively using cloud technologies, generative artificial intelligence (GeniI), machine learning and data analytics to automate workflows, improve efficiency and performance, and improve user experience. IDC analysts have identified 10 key areas for the development of digital technologies in this area: TAdviser got acquainted with the published forecast at the end of October 2025.
1. Generative AI in advertising
Such tools open up qualitatively new opportunities, providing automation and optimization of marketing campaigns, as well as allowing you to generate various content (texts, images, videos). This helps increase advertising efficiency, reduce costs, and increase ROI by targeting more accurately. GeneAI can analyze content, placement and localization requirements, as well as viewer profiles, device type and time of day to increase engagement.
2. Content Personalization
Thanks to Genia, media companies will be able to provide consumers with certain digital content with personalized formatting in accordance with the type of device and profiles of specific users.
3. Expansion of sports broadcasts
As of 2025, up to 50% of all sports content streaming providers can implement the technology of self-determination of viewing parameters based on intelligent profiles.
4. Orchestration of media content
According to IDC, by 2026, 20% of media companies will implement special cloud orchestration services that aggregate data throughout the content creation chain to assess performance indicators in real time and automatically optimize or provide possible options for a person to make a decision in accordance with financial goals.
5. Standardizing APIs () API
Analysts believe that in 2026, API standards for cloud media services will be approved by specialized committees and 80% of the world's largest players in the media industry and in the entertainment market that use cloud platforms will be deployed.
6. GeneAI in the field of production
By 2026, automated scene assembly, including camera reviews, audio accompaniment, graphics, replays and other elements for director selection, will be implemented in 25% of all live broadcasts.
7. Digital Asset Management
By 2027, virtual production with cloud pairing and media resource management functions will be implemented in 50% of companies in the film industry and in 25% of broadcasting industry organizations. A fundamental requirement for content creation is to locate all data used in production, be it camera personnel, documents, audio files, or final video. In addition, it is important to understand how all these elements are related to each other. In next-generation systems, such media components are in the cloud, so an appropriate interface mechanism is needed to understand the relationships.
8. Editing of materials using Genia
By 2028, automated AI editing of materials by assembling raw video into a sequence of scenes that best reflects the script will be implemented in 20% of operations in the post-production industry.
9. Unified Operating System
By 2028, unified operating systems for "connected television" (CTV - television devices with an Internet connection), combining various services in a single interface, will account for a third of the total global CTV base.
We are talking about advanced operating systems that combine disparate services in one interface (Unified UX/UI). They are deeply integrated into one seamless environment. For example, you can buy a sweater that is worn on the hero of the series without leaving the viewing, or bet on a match during a sports broadcast. In addition, the system itself offers content, services and interactions based on context (what you look at, with whom you look).
10. Media factories
By 2028, 25% of broadcast industry participants will fully switch to cloud media factories to create, produce, distribute and monetize content.[1]
2012
Largest media holdings in Russia and the CIS
Ratings of CIS media holdings in 2012 (RBC). Top three by revenue:
Digital revenue growth expectations
September 13, 2012, Ernst & Young: Global media and entertainment executives are optimistic about the future of digital technology, expecting revenues to skyrocket as a percentage of total corporate income. This is evidenced by the results of a new survey among company leaders (Opportunity and optimism: How CEOs are embracing digital growth) of Ernst & Young. About half of the company directors surveyed in the study believe that the use of digital technologies will help them increase revenue and profitability by at least 10% in the next three years.
The report was compiled on the basis of a survey of 34 directors of companies in the global media sector and the entertainment industry, the total revenue of which exceeds $300 billion. United States per year. These companies have an extensive geography and represent a variety of media and entertainment industries, including television, film industry, music, electronic games, entertainment services, cable channels, Internet and interactive media, advertising, publishing, as well as cable and satellite television operators and multidisciplinary corporations.
When asked about the technologies behind the double-digit growth of the digital market, 79% of company leaders called the development of electronic tablets.
"The directors are very enthusiastic about digital technology and its role in the future of their companies," said John Nendick, head of international service practice for media and entertainment companies at Ernst & Young. - "Optimistic expectations have increased markedly compared to the situation seen a few years ago, when the leaders of this sector were much more restrained in their assessments regarding the potential of digital technologies. Almost all of the company executives who took part in our research understand that it is digital technology that may be key to their revenue growth and profitability. "
The report also analyzes the role of digital ecosystems that allow consumers to view and share content through a variety of interconnected devices. Ecosystems open up more opportunities for users to find, select and use new content, and media sector and entertainment companies are promoting products and services in packages as part of an overall strategy focused on these independent digital ecosystems.
"Autonomous digital ecosystems are emerging through the integration of media content, devices and media networks. The more users interact with content, the easier it is to learn about their preferences, which contributes to the development of content, advertising and services within these ecosystems, "said Howard Bass, senior media and entertainment partner at Ernst & Young.
Asked about the three main drivers of content consumption in the next three years, the company's directors were unanimous - all 100% expressed confidence that mobile devices, including tablets, are a key driver of the growth in content demand. Company executives are particularly optimistic about emerging markets, where the increasing availability of mobile devices, which is accompanied by the development of the broadband wireless infrastructure, creates wide growth opportunities for companies in the media sector. "
Listing the most difficult challenges facing the media sector and the entertainment industry in the next three years, most company executives agreed that the instability of the international economic situation and consumer reluctance to pay for digital content at fair value are of greatest concern. These difficulties also include the disappearance of intermediaries between their companies and end consumers, which means an increase in the number of direct contacts with the consumer, a lack of clarity in the organizational structure and regulatory mechanisms, as well as the need to reduce or redistribute marketing budgets.
Other interesting survey results include:
- 84% of executives are confident that, from a business point of view, the role of social networks comes down to establishing interaction with the client, and creating their audience and brands occupy only a secondary place.
- 76% of executives believe that software applications are only part of a package of new or improved content and services and have no independent value.
- Company leaders continue to cite the development of digital and online content distribution systems as a top priority (56%). Creative content differentiation (44%) is the next number on their list.
- Companies specializing in social and interactive media have a better chance of successful growth in the future compared to other companies in the media sector and entertainment industry.
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