Matt Campion, creative director at Spirit Studios shares his digital-first predictions for 2026;
What’s the single biggest shift you expect to see in digital-first production and publishing in 2026?
In 2026, the biggest shift in digital-first production and publishing will be the rise of owned-and-operated IP. Producers will increasingly move from project-based work to building multi-platform brands – much like Spirit Studios’ IP360 model – creating scalable, enduring properties that live across video, audio, social, live events, and beyond.
Which platform behaviour or algorithm change do you think will matter most next year, and why?
The most important platform shift next year will be algorithms prioritising genuine engagement – saves, shares, and meaningful interactions – over sheer follower count. As seen on platforms like TikTok and Instagram, algorithms are now rewarding high-quality, resonant content instead of merely serving large, passive audiences. For producers, it means real ROI will increasingly come from crafting content that audiences truly value. The cream will rise.
Where will your company’s biggest increase in revenue come from in 2026 – CPMs, brand spend, partnerships, new revenue models or something else?
Our biggest revenue growth in 2026 will come from new revenue models and strategic partnerships. As digital-first production accelerates, we’re building and exploiting multi-platform IP in ways that are reshaping rights, ownership, and collaboration. Traditional partners are stepping into this space – co-financing, commissioning, and forming joint ventures to develop global IP with us. With content finance, distribution, and talent all converging, these emerging models will drive the most significant uplift in our revenue.
What creative formats or genres do you think will break out next year?
In 2026, vertical formats will break out in a major way. We’ll see drama, reality, and premium factual content taking centre stage in the vertical space, moving well beyond short-form social clips into fully fledged, premium storytelling. Spirit is already building a vertical studio to meet this demand, and both direct-to-consumer and commissioned vertical content are set to become major global players.
How do you expect the relationship between traditional broadcasters/ distributors and digital-native studios to evolve in 2026?
In 2026, we’ll see full-on convergence between traditional broadcasters and digital-native studios. Broadcasters will rely more heavily on digital studios for fresh IP, lower-cost production models, and the ability to turn digital hits into full television formats. The real opportunity lies in scaling digital-first IP into global franchises and both sides will need each other to make that happen.
What’s one data point, trend, or move from 2025 that people are underestimating – and what does it signal?
The most underestimated trend from 2020–2025 is the explosive rise of vertical content. It’s no longer just something we watch on our phones – social-first vertical video is rapidly migrating to televisions and, in many cases, starting to outperform traditional broadcast content. People are significantly underestimating how quickly vertical formats are becoming a dominant, cross-screen viewing behaviour, and this signals a fundamental shift in how audiences consume premium storytelling.
If you could give one piece of advice to producers or creators preparing for 2026’s digital-first landscape, what would it be?
Focus on building returning formats and content brands. In 2026, the most valuable thing you can create is IP with a loyal community behind it. One-off shows or isolated pieces of content won’t take you far – long-term value comes from developing something audiences genuinely love and then scaling it across platforms. Build the brand first – then grow the world around it.
Anything else to add?!
There are no more warning signs – the shift is already here. The train has left the station, and the pace is only accelerating. Jump in now or risk being left behind.
