Lucy Rozario, Chief Media Officer at Platform Media shares her digital-first predictions for 2026;
What’s the single biggest shift you expect to see in digital-first production and publishing in 2026?
The biggest shift will be the push for significantly better measurement in podcasting, especially for premium, integrated partnerships.
After a volatile 2025, advertisers shifted their budgets toward more flexible partnerships and, if they hadn’t already, began leaning into podcasting as a way to reach highly specific audiences in authentic environments. But this shift also brings pressure to bridge the measurement gap that digital-first, trackable solutions once provided. Brands now expect clearer proof of ROI if they are to continue moving funds from traditional digital channels into premium podcast partnerships. Currently, measurement is solid for dynamic ads, but it is less robust for integrated partnerships – particularly multi-format sponsorships that span audio, video and social. This is where the industry will start to focus next year, developing measurement models that give brands confidence.
For content producers, the key is using measurement to inform content optimisation without compromising the editorial voice and authenticity that make podcasts so valuable.
Which platform behaviour or algorithm change do you think will matter most next year, and why?
The continued growth of podcast consumption in the living room. Platform Media’s shows on YouTube have steadily seen more viewers on TV rather than desktop, while mobile remains the front-runner. However, this gap is narrowing for certain shows. The increase in TV app viewership changes how we capture and hold audience attention. With a bigger screen comes greater importance for elements like thumbnails and title A/B testing, especially given YouTube’s evolving AI content analysis. Getting users to click is only half the battle; the bigger challenge is keeping them watching. Frequent updates to YouTube’s TV algorithm mean content must encourage longer watch times and also drive viewers to multiple episodes. When executed well, this favours long-form, series-style content, which performs best on the big screen and aligns with current audience consumption habits.
Where will your company’s biggest increase in revenue come from in 2026 CPMs, brand spend, partnerships, new revenue models, or something else?
Revenue growth will come from leveraging our owned IP across multiple formats. In 2025, our slate of original shows quadrupled, and by doubling down on our own content, we unlocked numerous opportunities for brands to advertise within our ecosystem. Looking ahead, we will continue to capitalise on video podcasts, while also expanding brand partnerships beyond video, exploring new formats and innovative ways for advertisers to connect with audiences.
What creative formats or genres do you think will break out next year?
Social communities and publisher partnership formats will be vital for helping audiences discover podcasts and original content. As AI makes high-quality content production more accessible, the challenge of cutting through the noise intensifies. While top-tier talent and strong editorial remain crucial for content success, smart discoverability through social publisher channels will be key to capturing attention. Social-first shoulder content partnerships is a strategy Platform Media has seen perform exceptionally well with our owned IP shows, through the Platform Amplification Network, our in-house social distribution engine.
How do you expect the relationship between traditional broadcasters/distributors and digital-native studios to evolve in 2026?
We expect greater collaboration and fluidity, especially as podcasting expands into television. Platform Media is already leading this shift, moving video-first podcasts from YouTube and Spotify onto the big screen through companion shows. We’ve seen the potential firsthand: The Celebrity Traitors: Uncloaked became BBC Two’s highest overnight rating in five years; our companion podcast for Rivals was the first-ever visualised podcast on Disney+; and Netflix’s Wednesday podcast generated over 20 million social video views across platforms. This trend is set to continue, with podcasts evolving into standalone TV formats that increasingly challenge and redefine traditional broadcast content.
What’s one data point, trend, or move from 2025 that people are underestimating and what does it signal?
85% of enterprise organisations plan to increase investment in creator marketing over the next five years. During this phase of growth, we can expect integrations with premium visualised podcast formats to emerge as one of the most efficient, effective, and desirable advertising vehicles in all of media. Sponsorships in this space increasingly represent the best qualities of several adjacent channels all in one: the trust and intimacy of a podcast host-read; the talent profile of a celebrity ambassadorship; the frequency and credibility of a publisher partnership; and the scale and reach of TV.
If you could give one piece of advice to producers or creators preparing for 2026’s digital-first landscape, what would it be?
Lean into brand measurement insights once all data is gathered, but don’t adjust your editorial too early. The goal is to keep your show true to its content and audience, rather than shaping it solely around advertisements.
