The 2025 Digital Media Trends report by Deloitte reveals a fast-changing media landscape, where social platforms are outpacing traditional studios in audience attention, ad dollars, and cultural relevance.
For creators and marketers, adapting to this shift is no longer optional—it's essential.
Social Video Is Reshaping Entertainment
Social platforms now command the majority of U.S. ad spend, driven by personalized, algorithm-fed video.
Platforms like TikTok, YouTube Shorts, and Instagram Reels are capturing younger viewers at scale, with social ads seen as more influential than TV spots.
Studios Are Struggling to Compete
Traditional studios face rising production costs, fragmented audiences, and slowing subscription growth.
Deloitte reports only 49% of consumers now subscribe to cable, down sharply over three years. Gen Z and millennials are leading the shift away from traditional pay-TV.
The Rise of Ad-Supported Models
To stay competitive, streamers are adding ad-supported tiers—used by 54% of subscribers. But even as ad-supported streaming grows, social platforms offer better engagement, reach, and monetization tools.
Why Collaboration Beats Competition
Rather than seeing social media as a threat, studios should lean into partnership:
- Promote trailers on social platforms
- Co-create content with influencers
- Use user-generated trends to inform production
This strategy is backed by data: 56% of Gen Z and millennial users feel more connected to online creators than celebrities.
Key Takeaways for 2025
- Follow shifts in audience behavior across platforms
- Explore partnerships with social creators
- Invest in ad tech and content efficiency
- Reconsider pricing in light of subscription fatigue
Conclusion
The future belongs to creators and brands who embrace collaborative, cross-platform strategies. Social-first storytelling, smart partnerships, and agility will define the next era of media success.
