凯度（Kantar）：2025年全球媒介趋势预测报告（英文版）（35页）.pdf

1、2025MEDIA TRENDS&PREDICTIONSContentsi0113253547IntroductionThe media ecosystem Optimism,convergence and an identity crisisContent The boom,bust,and battle for audience attentionData,tech,and analytics Navigating privacy,regulation,and the rise of AIAudience measurement Redefining the status quo for

2、a fragmented media worldPeople and skills Future-proofing the media ecosystemWant to feel confident about the future?Then focus on people from every angleTodays media landscape is shaped by a convergence of major trends,including market volatility,evolving industry dynamics,and the increasing comple

3、xity of media and technology.Macro factors,such as international crises and political change,add further instability.At the core of these challenges,however,lies one dominant challenge for media buyers and sellers:a crisis of confidence.And when confidence is lacking,regulations tend to tighten,audi

4、ences can shift,business models and revenue streams might be disrupted,and investment can dry up.However,the current situation,though challenging,does not pose an existential threat.This report highlights several reasons for optimism,notably sustained advertising expenditure and the advent of emergi

5、ng technologies.The latter,in particular,are poised to drive growth,foster innovation,and enhance industry resilience.But ad spend growth or investing in new tech alone will still not resolve the industrys core challenges.The future of media ultimately depends on a renewed focus on people both withi

6、n the industry and the audiences it serves.Indeed,the sectors most valuable asset is its highly skilled workforce,and their ability to innovate and adapt will be critical in steering the industry forward.Beyond just driving technological advancement,these individuals are the ones who can interpret a