"Based on an analysis of over 350 brands and more than $50 billion of historical marketing investment across a diverse set of verticals, social media and streaming video will be valuable channels for marketers, with spending expected to once again rise in these mediums. Streaming video, in particular, is one of the main channels primed for further adoption in 2026. The increasing popularity of user-generated content, influencer marketing and YouTube as a main viewing platform led marketers more fully embracing these mediums in 2025."
"As such, both channels each accounted for 18% of all media spending, trailing only linear television and search, which accounted for 22% and 21%, respectively. While search had the second largest share of spending, it will stay relatively constant in 2026. The rise of generative AI will cause marketers to rethink their investments in search as they seek other ways to reach consumers. Many are embracing generative AI as recent research found that over six in 10 (61%) of worldwide marketing agency leaders are adapting to genAI search by optimizing for it."
An analysis of over 350 brands and more than $50 billion of historical marketing investment indicates that social media and streaming video will be high-value channels for marketers in 2026. Streaming video is especially primed for further adoption. User-generated content, influencer marketing and YouTube drove increased investment in 2025. Social and streaming each captured 18% of media spend, behind linear television at 22% and search at 21%. Search spending should remain relatively constant as generative AI prompts marketers to rethink search strategies, with 61% of worldwide marketing agency leaders optimizing for genAI search. Traditional channels like print, radio, out-of-home and events should see increases due to superior ROI, with print delivering nearly 66% higher than average and radio delivering nearly 40% more ROI per dollar spent.
Read at Marketing Dive
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