By Vicki Lins, CTAM President & CEO
2025 didn’t just change media—it rewrote the rules of engagement. Fueled by shifting audience habits, AI innovation, and relentless competition, media consumption accelerated at a pace that challenged every assumption. Creators continued to redefine how audiences discover and engage with content. Meanwhile, piracy grew more sophisticated, and AI reshaped how content is protected. At CTAM, we spent the year tracking these shifts, helping members respond strategically, and identifying what will matter most as we begin 2026. Here are the lessons that stood out.
Creators Are Driving Engagement and Building Communities
A consistent theme across our CTAM Think fall forum was the growing influence of creators in shaping how audiences discover and connect with content. From independent voices to studio-backed talent, speakers emphasized that creators are redefining storytelling and engagement across the ecosystem.
But what sets creators apart is their ability to build community. As discussed in multiple sessions, creators don’t just attract viewers. They cultivate loyalty through direct interaction, shared moments, and ongoing dialogue. Engagement now extends well beyond the screen, with fans actively participating in content ecosystems.
While platforms like YouTube illustrate where creator-driven content thrives, the broader takeaway is that studios and networks must meet audiences where discovery happens. Collaborating with creators through clips, highlights, seasonal activations, and fan-forward programming deepens engagement while maintaining trust and creative integrity. As explored on CTAM’s Thinking Out Loud podcast episodes with AMC Networks and BritBox, fan-first activations—from immersive event experiences to interactive fan moments—are proving especially effective in turning viewers into long-term advocates.
Discovery and Experimentation Fuel Growth
Discovery remains a critical driver of audience growth. Insights from CTAM Wired: How YouTube Took Over Your TV, with Looper Insights and BBC Studios, revealed:
- 66% of users find new content through short-form clips or highlights, often serving as gateways to longer-form programming
For creators and studios, the takeaway is clear: test, learn, and adapt. Experimenting with formats, leveraging seasonal moments, and learning quickly from performance data are now essential strategies for staying relevant in a crowded marketplace.
Simplifying the Viewer Experience
Another key takeaway from CTAM Think was the growing tension between choice and clarity. With hundreds of apps and services, Xumo and NBCUniversal executives underscored that discovery fatigue is a real barrier to engagement. Simplification—through curated collections, intuitive navigation, and personalized recommendations—helps viewers find what matters most.
Piracy and Fraud Are Now Brand Issues, Not Just Revenue Issues
Content theft and fraud remain persistent threats, particularly for live sports and premium programming. New distribution channels, crypto-funded operations, and AI-enabled scams have made bad actors faster and harder to detect.
What’s changed is what’s at stake. Fraud is no longer just an operational or financial challenge. It’s a trust issue, and the impact on consumer confidence is real:
- 64% of consumers say fraud incidents damage their perception of a brand, and 38% of U.S. victims cut ties completely after experiencing a breach (2024 Trust Index Report, Telesign)
However, CTAM’s audience intelligence reports show that AI is also playing a critical role in identifying unauthorized streams, detecting fraudulent behavior, and protecting legitimate viewing experiences. From live events to on-demand content, AI enables faster, more precise defensive action—helping safeguard both revenue and reputation.
The industry’s new, consumer-focused fraud mitigation campaign, led by CTAM, is designed to educate and empower consumers to recognize scams and protect themselves online. Through clear, practical guidance on common and emerging scam tactics, consumer-facing warning signs, and simple protective steps, the campaign equips individuals to make safer, more informed choices. By strengthening scam awareness and prevention, the initiative helps consumers navigate digital experiences with greater confidence and reinforces trust in legitimate services and the brands behind them. Protecting consumers and protecting trust are now inseparable goals.
Partnerships Amplify Impact Across the Ecosystem
No single company can address these challenges alone. Collaboration between networks, studios, creators, and platforms enables shared insights and more effective responses to shifting audience behavior, fraud and piracy.
Partnerships also strengthen trust. Aligning around fraud mitigation, content protection, and consistent viewer experiences helps the entire ecosystem deliver content that audiences can rely on.
AI as a Strategic Enabler
AI has moved beyond experimentation to become a practical enabler across the media value chain. In addition to powering enforcement and fraud detection, it increasingly supports smarter discovery, personalization, and operational efficiency.
Research highlighted on CTAM’s AI resource center relays that:
- 76% of consumers are interested in AI tools that analyze viewing behavior across platforms to deliver better recommendations.
The message is clear: AI works best when it enhances access, efficiency, and relevance while leaving creative expression in human hands. When deployed thoughtfully, it allows teams to focus on storytelling while ensuring content is delivered safely and intelligently.
Building Loyalty in a Creator-Driven, Trust-Centered World
Looking ahead, success will hinge on the strength of communities built around content and the confidence audiences have in the platforms that deliver it. Companies that invest in creator partnerships, embrace experimentation and AI-driven strategies, and take fraud and brand trust seriously will be best positioned to thrive.
This means designing experiences where viewers feel engaged and protected, pairing creativity with accountability, and recognizing that creators are essential connectors between content, community, and trust.
The future of media and entertainment will be shaped by alignment —between creators, platforms, and networks—and by a shared commitment to trust and innovation. As we begin 2026, CTAM will remain a catalyst for that alignment, equipping members to navigate complexity, embrace experimentation, and deliver experiences audiences value. Together, we can turn today’s challenges into tomorrow’s opportunities.
I look forward to continuing this work together in 2026.
Vicki
