Media is moving fast, and the brands that win in 2026 won’t just “keep up.” They’ll make smarter decisions about where to show up, how to earn attention and how to connect media to measurable business outcomes. Here are six media trends we’re watching closely right now. 

Media Trend 1: Gaining Efficiency in Platform Access 

One of the biggest shifts we’re seeing in digital media is the move toward greater platform access and smarter efficiencies through programmatic ecosystems like Google’s Display & Video 360 and Amazon DSP. Instead of juggling fragmented buys across multiple partners, more advertisers are centralizing investment inside unified DSP environments that unlock premium inventory across display, video, mobile and the fast-growing CTV space, all from a single platform. 

CTV has been a major winner here, as programmatic buying brings digital-style measurement and audience precision to streaming environments that historically behaved more like traditional TV. Platforms like DV360 connect directly into marketing analytics and media attribution workflows, while Amazon DSP layers in powerful retail and behavioral signals that help marketers make sharper decisions and run more efficient campaigns. The big takeaway: access + automation + data are changing what modern media buying looks like and highlighting the benefits of paid media as budgets are stretched further without sacrificing performance.  

Media Trend 2: YouTube and Demand Generation 

YouTube is no longer just an awareness channel. It’s becoming a true hybrid space that blends social video, streaming-style viewing and demand generation. As more viewers watch YouTube on the big screen, engagement is starting to mirror CTV behavior: massive reach, but fewer direct clicks. That shift is forcing brands to rethink how they use YouTube and how they move audiences from attention to action. 

YouTube’s Demand Gen strategy has become a strong option for campaigns that lead with video but still need measurable outcomes, reinforcing the value of paid social media while complementing organic vs. paid social media efforts. With YouTube projected to account for roughly 11% of digital TV viewing time in 2026, the platform is playing a bigger role in cross-channel media mix optimization. 

Media Trend 3: Ad Skipping 

Ad skipping and ad avoidance aren’t new, but they’re now the default behavior. According to eMarketer, 93% of consumers skip, block or avoid ads whenever they can, whether that means hitting “Skip Ad,” using an ad blocker, or simply scrolling past. That’s a clear signal: audiences expect relevance, value and control, and they’re increasingly unwilling to sit through interruptions. 

In response, more brands are moving away from interruption-first creative and leaning into formats that feel more like content than advertising. Interactive units, native video, shoppable formats and short-form storytelling tend to hold attention longer because they give people a reason to engage, instead of demanding it. In a world where skipping is always an option, earning attention is critical for marketing integration across channels. 

Media Trend 4: Growth of CTV 

The biggest shift in Connected TV right now isn’t just that more people are streaming. It’s that brands are finding smarter ways to show up in the CTV experience. With nearly half of October TV viewing time happening on streaming platforms, and ad-supported streaming growing as subscription costs climb, advertisers are looking beyond standard pre-roll toward placements that feel more native to how people watch. 

That’s where CTV enhancements like pause ads and video frames are gaining momentum. Pause ads turn an idle moment into an opportunity for engagement, often pairing clean creative with QR codes or contextual calls to action. Video frames take a similar approach during programming transitions, extending brand presence in a way that feels integrated rather than disruptive. Together, these formats reflect the next evolution of CTV: not just “TV ads on a new screen,” but a channel where creative, utility and interaction can work together to drive stronger impact. 

Media Trend 5: Gaming 

Gaming is no longer a niche channel. It’s one of the fastest-growing environments for reaching consumers where they’re already spending time. With more than 179 million smartphone gaming app users in the U.S., and gaming activity spanning 53% of adults and nearly 90% of gamers overall, it’s fully crossed into mainstream behavior. 

What makes gaming especially valuable from a marketing perspective is that the formats can feel native, non-disruptive and value-driven, like rewarded video and intrinsic placements that integrate directly into gameplay. Whether it’s a rewarded video that unlocks a benefit or branded creative that appears seamlessly within the environment, these moments meet audiences with attention and intent, not intrusion. As mobile gaming continues to expand across age groups and lifestyles, it’s becoming a scalable space for storytelling, brand building and meaningful engagement. 

Media Trend 6: Video Podcasts 

One of the biggest shifts in the podcast world right now is the rise of the video podcast, and YouTube is leading the way. The platform now accounts for 39% of weekly podcast consumption, compared with 21% on Spotify and 8% on Apple, and video-first listening behavior is accelerating. In October alone, audiences streamed more than 700 million hours of podcast content on YouTube, and about 40% of listeners say they prefer to watch rather than just listen. 

That shift is opening new creative opportunities, from brand integrations to on-screen storytelling, and it’s already showing results. While brand integrations are typically available within national podcasts, there are plenty of local, scalable opportunities as well. Such as ESPN’s Daily Grossi series, blending product placement and short live reads into the viewing experience and generating 165,000+ views in a single month. With major platforms continuing to invest in video-first podcast formats, it’s clear podcasts aren’t just something audiences listen to anymore. They’re increasingly something they watch, engage with and share. 

Final Takeaway 

These six trends point to one thing: media is getting more addressable, more fragmented and more performance-driven, all at the same time. The brands that will build momentum in 2026 won’t chase every new format. They’ll test intentionally, stay grounded in what moves the business forward, and keep their media strategy connected to how buyers actually behave.

Ready to put these trends into action? Connect with our team to build a media strategy that delivers measurable results.