June 9, 2025
The latest Digital Media Trends report from Deloitte just dropped, and there’s a lot to unpack—especially if you’re trying to keep up with where audiences are spending their time (and money).
We went through all 40+ pages so you don’t have to. Here’s what stood out—and what it means for your brand or campaign strategy.
1. Social Media is Eating Traditional Entertainment
It’s official: Gen Z and Millennials don’t just prefer social video—they trust it more.
Over half of Gen Z says social content is more relevant than TV and streaming shows. Many even feel closer to social creators than to traditional celebrities.
If you’re still spending the bulk of your ad budget on standard display or cable buys, you’re missing where attention is shifting right now.
Action:
Invest in short-form content. Build partnerships with niche creators. Focus on engagement over polish.
2. Streaming Fatigue is Real
People still love streaming, but there’s a growing sense of “I’m paying too much for too little.”
The average household spends $69/month on streaming services, yet 41% feel it’s not worth it. Nearly 40% of users canceled at least one subscription in the last six months.
Churn is no longer a red flag—it’s part of consumer behavior.
Action:
If you’re a content brand, think retention-first. For everyone else, this is a great time to explore ad-supported streaming placements. More eyeballs are watching ads again.
3. Ad-Supported is Back
Deloitte reports a sharp rise in ad-supported streaming use—especially among price-sensitive users. Over half of SVOD users now opt for ad-supported tiers.
This shift reopens premium inventory for advertisers who previously felt priced out of streaming.
Action:
Run a test campaign across ad-supported platforms like Hulu, Peacock, or YouTube TV. Track how it performs compared to traditional programmatic.
4. AI Is Reshaping Media Behind the Scenes
From personalized recommendations to AI-generated content, tech is doing more than optimizing—it’s actively creating.
This isn’t just about ChatGPT. Streaming platforms are using AI to suggest content more effectively, and creators are using it to churn out content faster.
Action:
Start integrating AI into your creative workflows. Faster iterations. Smarter targeting. Better ROI.
Bottom Line
The media landscape is fragmenting, fast. Social-first, creator-driven, AI-enhanced, ad-supported—it’s a lot. But there’s huge opportunity here if you’re paying attention and willing to adapt.
If you need help translating these insights into actual campaigns or content strategies, that’s where we come in. Sidekick Digital helps brands navigate shifts like these every day—and make sure you’re showing up in the right places with the right message.
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Credit: Insights sourced from Deloitte’s 2025 Digital Media Trends report
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