The streaming and entertainment industry is undergoing a pivotal transformation in 2025, driven by changes in technology, business models and viewer behaviour. For example, the Global Web Index reports that ad-supported streaming services (FAST) are now used by over 80 % of streaming viewers globally this year. Meanwhile, traditional studios and content platforms are adapting by offering more flexible release windows and co-licensing titles across multiple services to reach broader audiences.
From a creation and distribution standpoint, three major trends stand out. First, AI is increasingly embedded in content production and recommendation engines—helping studios optimise scripts, budgets and audience decisions. Second, FAST channels have solidified as viable alternatives to subscription models, offering curated content supported by ads and attracting cost-sensitive viewers. Third, the licensing landscape is evolving: studios are embracing non-exclusive deals, second-window releases and bundled content models to expand reach while managing escalating production costs.
For media professionals, content creators, and entertainment executives aiming to stay ahead, embracing this shift means focusing on experience (tracking consumer behaviour across platforms), expertise (applying data-driven production and distribution strategies), authoritativeness (leading in innovation around AI-driven content and FAST monetisation) and trustworthiness (protecting audiences’ data privacy, transparency in advertising, and ethical AI use). By aligning strategies with these four pillars, stakeholders can navigate the disruption and craft content that resonates in a faster-moving entertainment ecosystem.
