2025年数字媒体趋势（英）

2025 Digital MediaTrends: Socialplatforms arebecoming adominant force inmedia andentertainmentWhile studios and streaming providers are busycompeting with each other, tougher competition iscoming from social video platforms that are hyperscaleand hyper-capitalizedARTICLE14-MINREAD25MARCH2025Deloitte Center forTechnology, Media &TelecommunicationsPeople still want the TV and movie experience offered by traditional studios, butsocial platforms are becoming competitive for their entertainment time—and evenmore competitive for the business models that studios have relied on. Social videoplatforms offer a seemingly endless variety of free content, algorithmicallyoptimized for engagement and advertising. They wield advanced ad tech and AI tomatch advertisers with global audiences, now drawing over half of US ad •  •  • Tech, Media & Telecomspending. As the largest among them move into the living room, will they be heldto higher standards of quality?At the same time, the streaming on-demand video (SVOD) revolution hasfragmented pay TV audiences, imposed higher costs on studios now operatingdirect-to-consumer services, and delivered thinner margins for their efforts. It canbe a tougher business, yet the premium video experience offered by streamers oftensets the bar for quality storytelling, acting, and world-building. How can studioscontrol costs, attract advertisers, and compete for attention? Are there strongerpoints of collaboration that can benefit both streamers looking to reach globalaudiences and social platforms that lack high-quality franchises?This year’s Digital Media Trends lends data to the argument that videoentertainment has been disrupted by social platforms, creators, user-generatedcontent (UGC), and advanced modeling for content recommendations andadvertising. Such platforms may be establishing the new center of gravity for mediaand entertainment, drawing more of the time people spend on entertainment andthe money that brands spend to reach them.Our survey of US consumers reveals that media and entertainment companies—including advertisers—are competing for an average of six hours of daily mediaand entertainment time per person (figure 1). And this number doesn’t seem to begrowing. Not only is it unlikely that any one form of media will command all sixhours, but each user likely has a different mix of SVOD, UGC, social, gaming,music, podcasts, and potentially other forms of digital media that make up theseentertainment hours.12Looking across generations, preferences among respondents appear to be shiftingaway from pay TV and toward streaming video services, social video platforms,and gaming. Although TV once dominated video entertainment time, we now seeUS audiences—and especially younger generations—engaging more evenly withSVOD companies, social platforms, gaming, and even audio entertainment likemusic and podcasts. And they are using different devices to consume media (figure2).  This can further fragment the landscape of entertai