Welcome to our end-of-year look ahead for the digital-first content world. All through December we’re rolling out an exclusive series of Q&As with the sector’s leading thinkers as they peer into their digital crystal balls and offer their take on what the next 12 months could bring.
First up is Cat Collins, Vice President International Digital & Social, MTV Entertainment Studios.
What’s the single biggest shift you expect to see in digital-first production and publishing in 2026?
We’ll see a shift from content for audiences to content with audiences. It’s been coming for a while, but in 2026 it’ll be baked in. The best formats won’t just encourage engagement, they’ll be designed around participation. Think open-ended storytelling, remixable assets, community input and fan-first thinking. The role of the producer is shifting too – into someone who understands that audiences aren’t just viewers, they’re co-creators. Production teams will need to think like fandom architects, building with community in mind from the start. And they’ll need to stay one step ahead – making content that’s ready to travel and built with ‘what’s next’ in mind. The brands that embrace that mindset will build deeper loyalty and deliver longer-lasting value.
Which platform behaviour or algorithm change do you think will matter most next year, and why?
We’re entering a “signal over noise” era – where deep engagement starts to matter more than pure reach. Shares, stitches, saves, comment chains… that’s what platforms are starting to value most. They’re not just rewarding visibility – they’re rewarding content that sparks something. Brands will need to shift their mindset: it’s not about being everywhere, it’s about hitting in the right places. The content that lasts is the content that travels – the stuff that makes people respond, remix or react. It’s less about impressions, more about impact.
Where will your company’s biggest increase in revenue come from in 2026 – CPMs, brand spend, partnerships, new revenue models or something else?
Branded partnerships that move at the speed of culture. The old-school badge slap is done. What’s working now (and where we’re seeing real momentum) is brand involvement that’s built in from the start. Formats that are co-created, not just sponsored. The audience can spot the difference immediately – and they’ll happily embrace brand content when it adds something, not interrupts something. That’s where digital-native publishers and creators can really lead. We’re not just creating branded content, we’re making stuff people actually want to watch. That won’t be niche in 2026 – it’ll be expected.
What creative formats or genres do you think will break out next year?
Content that rewards curiosity. Layered storytelling. Recurring jokes. Easter eggs. Ambiguity. Anything that invites the audience to debate or decode will rise. Satire will keep evolving too – especially the kind of content that sits between “is this real?” and “surely not?” – as creators and publishers chase shareability. From a format perspective, anything that’s made to be remixed, whether that’s a sound, a split screen, or a visual language, will keep flying. The formats that land hardest in culture are the ones that people can make their own.
How do you expect the relationship between traditional broadcasters/distributors and digital-native studios to evolve in 2026?
More collaborative, and more equal. The old model saw social as a bolt-on for marketing. That’s changing. Broadcasters are starting to see the value of digital-native teams who really get how audiences behave on different platforms. On the flip side, social teams benefit from access to great IP, talent and scale. The most successful brands will be those that acknowledge the value on both sides, and let each team lead in the spaces where they’re strongest. When that happens, everyone wins.
What’s one data point, trend, or move from 2025 that people are underestimating – and what does it signal?
The return of recycled content – when it’s done right. Not reposts for the sake of it, but smart, timely re-edits that meet the energy of a cultural moment. We’ve had clips from five years ago outperform new content because the tone and timing landed. People underestimate the value of the archive, but platforms don’t care when something was made – they care how it performs. It’s a reminder that newness is no longer about recency, it’s about relevance. That mindset shift opens the door to much smarter, more sustainable production strategies.
If you could give one piece of advice to producers or creators preparing for 2026’s digital-first landscape, what would it be?
Stop chasing the algorithm and start understanding your audience. Trends will keep moving fast but your voice, your tone and your trust with the audience are what will last. Know who you are, who you’re for, and why anyone should care about the content you’re posting. You don’t need to be everything to everyone.
Anything else to add?
2026 will raise the bar – not just for what content looks like, but for how it feels. Audiences are sharper, more expressive, and more selective than ever. If your content doesn’t earn attention, it won’t get it. That’s the challenge – but it’s also the opportunity. Creators are setting the pace, turning out imaginative, unfiltered content that isn’t slowed down by guidelines or gatekeepers. To keep up, brands will need to move faster, think braver and make work that actually deserves a place in the feed.
