埃森哲：2026媒体行业增长重塑与发展趋势报告（英文版）（26页）.pdf

1、Reinvent for growthThe signals shaping medias next chapter2026PrefaceThe media industry stands at an inflection point in the face of accelerating disruption.New monetization models are emerging;AI is reshaping content creation,discovery,and distribution;and audience engagement is further fragmenting

2、 across media types,platforms and moments,redefining value.Last year,we urged media leaders to move beyond incremental improvements and pursue structural reinvention:change that is radical.That call still stands,but now the urgency is greater.A few players have heeded the call.For instance,Universal

3、 Music Group is shifting from a streaming-led model to one built on owning the artist-to-fan relationship and monetizing fan communities.By anchoring loyalty to the artist rather than the platform,the company can follow fans wherever they go,respond to shifts in consumer habits and monetize across a

4、 wider range of channels.However,such moves are the exception rather than the rule.Most major media actions have focused on portfolio reshuffles,ownership swaps and balance sheet repair,none of which amounts to reinvention.Many leaders tell us they want to make bold moves but are unsure where to sta

5、rt.To understand what media companies should do next,we distilled five signals that matter from our annual survey of 6,000 consumers across 10 countries and,for the first time,300 media executives spanning every major subsector.First,as newer,more interactive formats continue to pull users away from

6、 passive consumption,growth opportunities have multiplied.Second,audiences want authenticity,bundling and community.The battle for engagement requires expansion into various formats and experiences.Third,despite widespread embrace of AI across the industry,most efforts are missing the mark;the true