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While user numbers continue to rise, Digital 2026 highlights a shift in how people spend time online. The average internet user now spends over two and a half hours per day on social and video platforms, driven largely by entertainment and connection.

The PR, Comms & Marketing 2026 Outlook reveals that 41 percent of practitioners do not expect AI to significantly alter their role in the coming year, while 28 percent believe the industry is underestimating the scale of its impact.

 Between September 2024 and August 2025, insurers collectively spent $463.7 million, up from $443.1 million in the previous year.

This expansion is driven by technological innovation, evolving consumer engagement strategies, and increasing regulatory activity.

For brands seeking to close the reach gap and capture lost revenue, the solution is clear: a smarter, more deterministic allocation is no longer optional, it's essential for maximizing return in a fragmented media landscape.

The report reveals that 38 percent of marketers now prioritize sales or ROI as their primary metric for success, signaling a clear shift toward performance-based measurement.

The findings come from the industry’s first cross-sector Influencer Database, analysing 220 campaigns from 144 brands across 36 sectors and 28 markets, representing over £133 million in influencer spend.

DISH Media has released research showing that advertisers are overlooking millions of potential viewers by underutilizing addressable TV in their media strategies.

This approach limits scale and reduces effectiveness, with 32 percent of media professionals surveyed by Gracenote stating that they do not consider CTV a very effective channel.

The study reveals that this growth is driven by fandom, social platforms, and shifting cultural values.

The growth is being driven by rising demand for personalized content, automation in production, real-time analytics, and improved audience experiences.

Growth is being driven by programmatic buying, live data integration, and the adoption of sensor-based technologies that enable dynamic, location-specific messaging.

Spending is projected to rise a further 8.1 percent in 2026 to 1.27 trillion dollars, before increasing 7.1 percent in 2027, pushing the global market to 1.36 trillion dollars—double its size at the height of the pandemic.

The annual study is based on input from more than 21,000 consumers and around 1,000 senior marketers worldwide.

The findings indicate that free-ad-supported streaming channels (FAST) are becoming a preferred entertainment option, while subscription video-on-demand (SVOD) usage has declined slightly.

The report, based on an August 2025 survey of more than 1,500 consumers in the U.S., U.K. and Germany, highlights how generative AI and conversational agents are influencing buying decisions. Respondents included a mix of ages and income levels.

The report shows that nearly all chief marketing officers plan to increase budgets for creator partnerships, placing the channel above AI-driven search, paid social, and paid search.

Video remains a major driver of the creator economy, fueled by mobile adoption and expanding internet access.

The initiative is built on two strategic partnerships. Norstat provides population-representative sampling, while CatMan Solution contributes retail intelligence and dashboarding tools.

Video streaming — delivering real-time video content online without full-file downloads — has moved from a convenience to an expectation.

With the Transportation Security Administration screening record numbers of passengers this year and continued growth expected through 2026, the study presents a strong case for brands to invest in airport media.