If you couldn’t join Harmelin Media’s Annual Media Channel Trends webinar live, you’re in the right place! Below is a comprehensive recap of the key insights, trends, and takeaways that will shape media and strategic planning in 2026.
The Big Picture: Convergence and Transformation
This year’s webinar emphasized how platforms and formats continue to blend together, making it increasingly difficult to draw clear lines between audio, video, social, search, retail, and influencer channels. The days of neatly separated media buckets are behind us, with success rooted in holistic, agile strategies that reflect the dynamic, interconnected content ecosystems in which we all live.
Another recurring theme throughout the session was the rapid rise of artificial intelligence (AI), as AI powers everything from content discovery and user experience to campaign optimization and creative development. This influence is felt across platforms, driving innovation and reshaping how brands engage audiences.
Channel-Level Trends: What’s Changing and Why It Matters
Video
Streaming TV continues to grow and fragment, with ad-supported viewing now the norm across OTT platforms. And while traditional linear TV still holds a significant share of viewing, streaming has now solidified the top spot in terms of viewing time, with platforms like YouTube, Roku, and Hulu leading the way. In parallel, the lines between linear and streaming are blurring, with content traditionally associated with broadcast & cable — live sports, syndicated programming, first run premieres, and so on — increasingly available across multiple platforms. And regardless of where video is consumed, AI is transforming both how viewers discover content and how advertisers target audiences, enhancing opportunities for personalized, impactful campaigns.
Audio
On the audio front, radio is still the top driver of ad-supported listening, even as podcasts and streaming platforms grow. The accelerated emergence of video podcasts increasingly blurs the boundaries between audio and video, with platforms like Spotify and YouTube racing to dominate this space. Innovations such as in-dash video ads, audio-enabled wearables, and smart appliances are opening new pathways for personalized messaging. As with video, AI is also enhancing audio experiences, across both content creation and exploration.
Social
Social platforms continue to drive evolutions in shopping behavior, with many users researching, comparing, and buying directly in-app. More than ever, viral moments and influencer-driven content are fueling direct sales, and authenticity is more crucial than ever to establishing and retaining customer loyalty. Here, AI is driving campaign decisions, optimizing placements, and predicting performance. Emerging platforms like Threads and Reddit are gaining traction, and for many — especially younger consumers — social search is now their primary means for discovering products and services.
Influencer & Affiliate
The landscape is shifting toward micro and niche creators who tend to generate more personal engagement and higher ROI. Live selling and lo-fi, creator-produced content are outperforming traditional campaigns, making authenticity and agility keys to success. Platforms are making it easier for creators to drive commerce and integrate affiliate links, and seamless shopping tools are turning content into instant storefronts.
Search
As mentioned in our recent Search AI Webinar, Large language models (LLMs) like ChatGPT are capturing a growing share of search volume, especially for upper-funnel queries. Brand engagement is now measured by visibility within AI and social ecosystems, not just clicks and conversions. SEO strategies must evolve to meet the needs of both human users and machine interpretation.
Retail Media
Retail media networks are fragmenting, with brands leveraging first-party data for more granular targeting. Video is the primary growth area, with OTT enabling closed-loop measurement of ad effectiveness. Brands are seeking efficiency gains and leveraging off-site media to reach audiences wherever they browse.
Out of Home
Advancements in measurement and attribution are driving growth in out-of-home advertising, with shifts to digital formats unlocking new opportunities for real-time, context-driven messaging. In this space, we also see a renewed focus on real-world experiences, with brands engaging audiences through experiential and location-based marketing.
Programmatic
AI is moving programmatic advertising from efficiency to creativity and autonomy. Interactive ad formats, contextual targeting powered by natural language processing, and privacy-first strategies are shaping the future. Programmatic spend is growing across every channel, with digital video fueling momentum.
Looking Ahead: How to Win in 2026
As we look forward to 2026, the media landscape will be defined by transformation, convergence, and the pervasive influence of AI across channels, platforms, and content. Marketers must stay flexible, embrace innovation, and think holistically to lead in this new era. The ability to adapt quickly to new technologies, lean into crossover opportunities, and build strategies that reflect the dynamic ecosystem will be critical for success.
Thank you for reading our recap! Download the PDF and watch the video available below.
For further questions or to continue the conversation, reach out to the Harmelin Media team. We look forward to navigating the year ahead together.
