2025 Demands Radical Collaboration and AI-Driven Innovation

The convergence of high-tech and the growing influence of big tech has set the stage for 2025 to become a pivotal year for businesses. As industries evolve, companies must break away from outdated models and embrace cutting-edge innovations to truly engage and empower their audiences. This shift is not just an opportunity – it is a necessity for those looking to succeed in today’s user-driven landscape. Forward-thinking strategies, driven by collaboration and AI, can help M&E companies not only stay afloat, but lead in 2025 and beyond.

Concentration of power in the media ecosystem

The current media landscape has become increasingly consolidated and dominated by big technology companies. Six tech giants control 73.5% of the value of the media technology market, creating a massive imbalance of resources and influence. When you consider that 99.9% of global smartphone users are controlled by just two companies – Apple and Alphabet – the overwhelming influence of big tech on the media landscape becomes even more apparent.

The United Kingdom is a clear example of the dominance of big technology companies, especially in the television market. While legacy broadcasters such as the BBC and ITV are still going strong, Google (via YouTube) is the second most consumed video platform after the BBC. Nearly 40% of YouTube usage in the UK is via TV screens, demonstrating the platform’s evolution from a mobile-first service to a multimedia powerhouse.

This concentration of power poses a challenge for M&E actors, especially smaller ones, who often struggle to access the capital and data needed to adapt. But the solution is not to compete head-to-head with the tech giants. Instead, it involves creating a space in which these companies coexist with big tech companies, leveraging their unique strengths to gain appeal to a sophisticated and demanding audience.

Challenges of top-down models in a user-centric era

For decades, the media industry has relied on top-down gatekeeper-driven models of control. However, these strategies are beginning to lose popularity, especially among younger audiences who demand more control over their media experiences. With two-thirds of the world’s population under the age of 40, it is imperative that companies rethink how they meet the needs of this demographic.

For example, traditional broadcasters risk losing entire generations if they fail to meet users on platforms like YouTube and TikTok. Although there are often concerns about the “cannibalization” of the old viewer base, the evidence suggests otherwise. Leading innovators, such as Channel 4 in the UK, have found that reaching younger viewers on digital platforms increases, not detracts from, their overall audience.

Neglecting user needs leads to serious consequences, including decreased engagement and revenue losses. Historical viewing patterns, broken down by age and behavior, show clear fragmentation. Audiences no longer wait for scheduled programmes; They demand content on their terms, across multiple devices and platforms.

The case for user-centered models

At the heart of user-centered innovation lies one principle – knowledge is power. Companies must deeply understand who their users are, where they are engaged, and what they value.

With personalization as the north star, adopting user-centric strategies provides key benefits such as:

• Post top: Personalized experiences keep audiences coming back for more.
• Wider reach: Meeting users where they are (on platforms like TikTok or YouTube) helps expand reach across fragmented demographics.
• Stable revenue streams: Empowered users develop loyalty, which reduces churn and ensures repeat engagement.

Disney provides a real-life example. By moving to a direct-to-consumer model, they empowered users and maintained tight control over their relationships with the audience. The result? A winning recipe for a competitive advantage in the live streaming wars.

Leveraging technology to personalize and empower

Technology is the vehicle that drives user-centered strategies. Artificial intelligence (AI) and data analytics play critical roles in identifying emerging trends, improving operations, and creating highly personalized experiences.

Here’s how technology can revolutionize monitoring and evaluation strategies:

• Predictive AI for preferences: Platforms like Netflix harness machine learning to predict viewing patterns, allowing them to curate highly relevant recommendations for viewers.
• Real-time insights: Analytics tools provide actionable insights, such as which ad campaigns drive conversions or which content formats resonate most with key demographics.
• Workflow automation: AI simplifies mundane, repetitive tasks, allowing creatives to focus on innovation and storytelling.

But the solution lies not only in automating tasks, but in using technology to empower users. Transparent algorithms, customizable recommendations, and a focus on inclusivity ensure that technology adds value without feeling intrusive.

Strategies for M&E companies to remain competitive in 2025

To remain relevant, companies must embrace forward-looking strategies that make them adaptable, innovative, and flexible. Here are actionable methods to consider:

1. Radical cooperation

Gone are the days of siled strategies. By forming partnerships, companies can share resources and data while expanding their reach. For example, the Paramount+ and Walmart+ partnership demonstrates how mutual benefits can expand audience reach while delivering value.

2. Adopting agile models

Flexibility is non-negotiable in 2025. Companies must quickly adapt to market and audience shifts, and leverage real-time feedback loops to improve their approaches. Flexible workflows and open communication channels between teams play a vital role here.

3. Investing in artificial intelligence-based innovation

Artificial intelligence is no longer optional. From smarter content recommendations to advanced delivery methods, the scope for AI-driven innovation is enormous. Incorporating AI tools that can predict preferences or deliver personalized content ensures businesses stay ahead of consumer demands.

4. Reimagine content delivery through personalization

Customized content solutions supported by modular and flexible supply chains allow M&E companies to meet the demand for personalization in a cost-effective manner. Using AI to analyze consumer data ensures that every interaction feels intentional and relevant.

The road ahead for monitoring and evaluation companies

The media and entertainment landscape of 2025 will reward leaders with the vision and courage needed to act today. User needs will continue to be key in determining success, and companies that empower rather than control their audiences will build longer-lasting relationships.

While Big Tech’s dominance is enormous, it is not insurmountable. There is room in the ecosystem for smaller players, broadcasters and creators who want to innovate, collaborate and adapt.

The question now is, where will your organization stand? Will you stick to old gatekeeping models, or will you support users, building trust, loyalty and engagement in the process? At Ateliere, we’re here to help businesses make that leap. Contact us today to learn how we can transform your media strategy and empower your future.

The future waits for no one. It’s time to act. Are you ready?

[Editor’s note: This is a contributed article from Ateliere Creative Technologies. Streaming Media accepts vendor bylines based solely on their value to our readers.]

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