Key Takeaways
- The entertainment and media industries are undergoing a significant transition due to the AI explosion, pandemic effects, and actors’ and writers’ strikes.
- Six key trends will define the year ahead, including the rise of content creators, integration of AI, and the shift of live sports to streaming.
- The boundaries between Hollywood and the creator economy are dissolving, with studios embracing creators as marketers and talent.
- The industry is experiencing a cultural shift, with a focus on reconnecting with reality and seeking immersive, in-person experiences.
Introduction to the Report
The entertainment and media industries are navigating a moment of profound transition as they enter 2026. The effects of the pandemic, the AI explosion, and the subsequent actors’ and writers’ strikes are still being felt, while the industry attempts to chart a path forward for long-term reengagement with audiences across formats and channels. This exclusive research report, a partnership between WrapPRO and the National Research Group (NRG), unpacks six key trends that will define the year ahead. These trends offer a snapshot of a fast-changing media ecosystem and the opportunities it presents for studios, exhibitors, and audiences alike.
The Challenges of Predicting the Future
As Sharon Waxman, founder, CEO, and Editor-in-Chief of TheWrap, notes, trying to predict the future is one of the biggest occupational hazards in the media and entertainment world. However, by chronicling the ebbs and flows of the business, it is possible to spot trends before and as they are happening. The report identifies how technology, cultural shifts, and consumer appetites will shape the landscape in the new year in Hollywood and media. Each trend is supported by new data and survey results, and three storylines to follow in the new year are also identified.
Understanding Human Behavior
According to Jon Penn, CEO of NRG, understanding what’s next isn’t about predicting the trajectory of today’s platforms and technologies. Rather, it’s about understanding people: what they’ll crave amid abundance, who they’ll trust in an age of simulation, and where they’ll seek joy and connection in a world that often feels like it’s changing faster than they can keep up. The report reflects this essential truth, with a constant throughline of human behavior across the trends highlighted.
The Six Key Trends
The report presents six key trends that will define the year ahead. These include the creator convergence, where the boundaries between Hollywood and the creator economy are dissolving, and studios are embracing creators as marketers and talent. Another trend is Hollywood’s attempts to court the heartland, with studios and streamers recalibrating toward conservative, rural, and faith-forward audiences. The AI wars are also intensifying, with breakthroughs in generative video transforming production workflows, even as audiences and creatives remain uneasy about authenticity, labor impacts, and AI’s environmental footprint.
The Rise of Original Films and Streaming
After years of franchise dominance, a handful of original films broke through in 2025, and 2026 will test whether that momentum can survive a crowded blockbuster slate. Additionally, the shift of live sports to streaming is expanding the landscape of fandom, bringing new leagues into the spotlight and fostering a more participatory, digitally driven fan culture. These trends are likely to have a significant impact on the entertainment and media industries, and will be worth watching in the year ahead.
Reconnecting with Reality
Finally, the report notes that consumers, especially younger generations, are pushing back against digital saturation and seeking out immersive, in-person experiences that offer connection, presence, and escape from algorithmic life. This trend is likely to continue in 2026, with audiences seeking out new and innovative ways to engage with entertainment and media. As the industry continues to evolve, it will be important to keep a close eye on these trends and how they develop in the year ahead.
