January is always peak prediction season. LinkedIn fills up with trend lists, buzzwords resurface, and suddenly everyone is “reimagining the future”.
The reality? 2026 won’t be defined by shiny new tools alone — but by how sensibly brands use what’s already available.
Here are the marketing shifts worth paying attention to this year, without the noise.
1. AI Has Settled In – Now It Needs Direction
By now, AI is embedded in most marketing workflows. In 2026, the novelty has worn off – which is probably for the best.
The brands seeing real value aren’t using AI to produce more content, but to work more efficiently: testing creative faster, refining targeting, and optimising campaigns with better data.
The difference this year won’t be who uses AI, but who uses it with intent. AI is a tool, not a shortcut, and audiences can usually tell when it’s being used lazily.
2. Video Has Become Part of Search, Not Just Social
Short-form video continues to dominate attention, but the bigger shift is where it now appears.
Search is no longer just text-based. Video increasingly plays a role in discovery, across YouTube, social platforms, and search results themselves. If video still sits on the edges of your marketing strategy, that’s becoming a missed opportunity.
The focus in 2026 is straightforward:
- get to the point quickly
- keep it clear
- make content work across platforms, not in isolation
3. First-Party Data (and Trust) Really Matter Now
With third-party cookies on their way out, brands are having to rethink how they build relationships with audiences.
First-party data, subscribers, registered users, loyal viewers, is now one of the most valuable assets a brand can have. But it only works when there’s a clear value exchange.
Audiences are more selective about who they engage with, and they’re less forgiving of unclear data practices. Transparency and consistency aren’t “nice to haves” – they’re expected.
4. Search Is Becoming More Conversational
Search behaviour continues to evolve. People are asking questions, not just typing keywords, and increasingly expect clear answers rather than a long list of links.
Whether it’s AI-assisted search tools or voice-based queries, content in 2026 needs to be:
- genuinely useful
- easy to interpret
- written with intent in mind, not just SEO rules
Good content now is less about chasing algorithms and more about being helpful at the right moment.
What This Means Specifically for TV & Streaming Brands
For broadcasters, FAST channels and streaming platforms, these trends come with some very particular challenges – and opportunities.
Audiences are fragmenting further, discovery is increasingly platform-led, and competition for attention is fierce. In that context, marketing in 2026 is less about shouting louder, and more about being findable, relevant and consistent.
A few things are becoming especially important:
- Discovery over distribution
Being present on a platform is no longer enough. Whether it’s smart TVs, FAST environments, app stores or search, visibility now depends on metadata, content framing and ongoing optimisation. - Performance and brand working together
TV marketing is moving away from a hard split between “brand” and “performance”. In 2026, the strongest campaigns link awareness directly to measurable outcomes – installs, viewing minutes, engagement and retention. - Editorial storytelling still matters
Algorithms may drive discovery, but audiences still respond to stories. Clear positioning, strong content curation and confident editorial voice remain key differentiators for TV brands competing in crowded environments. - Partnerships and context add value
For many TV brands, smart partnerships – with platforms, cultural organisations or complementary media brands – are becoming just as important as paid media alone.
5. People Cut Through Better Than Brands
One of the more noticeable shifts, and one that’s accelerating, is the move away from faceless corporate communication.
Audiences tend to engage more with individuals than logos. Experts, curators and on-screen or behind-the-scenes voices often generate more trust and interest than brand accounts alone.
For TV brands in particular, this creates an opportunity to lean into expertise, culture and personality, rather than defaulting to generic promotional messaging.
6. Retail Media and Commerce-Led Marketing Continue to Grow
Retail media networks and commerce-driven advertising are becoming more established, particularly where strong first-party data is involved.
For TV brands with transactional elements – subscriptions, upgrades, rentals or partnerships – these channels offer clearer attribution and a stronger link between marketing activity and results.
7. Creativity Is Back on the Agenda (Quietly)
After several years dominated by optimisation, automation and performance dashboards, there’s a noticeable shift: creative thinking matters again.
Audiences are increasingly tired of generic, overly polished content. What tends to land now is work that feels considered, distinctive and human.
When everyone has access to the same tools, judgement and taste become the differentiators.
So, What Should Brands Focus on in 2026?
Less noise. More clarity.
The brands likely to do well this year aren’t chasing every platform or trend. They’re focusing on:
- using technology sensibly
- building trust over time
- communicating clearly and consistently
- and creating work that actually resonates
For TV and streaming brands in particular, that means understanding where audiences discover content – and meeting them there with confidence and purpose.
If there’s one takeaway for 2026, it’s this:
Marketing works best when it feels human, thoughtful and intentional.