Global Scans · Media & Entertainment · Weekly Summary

• [New] By 2026, athletes will operate as owned media centers, using AI and NIL frameworks to control their narratives, grow their communities, and unlock new monetization models. Shotcaller
• [New] Retail media will transition from a niche opportunity to a central pillar of digital ad budgets by 2026. Communicate online
• [New] Social media in 2026 will reward brands that stop chasing control, trends and quick wins. Marketing-Interactive
• [New] U.S. retail media ad spending is projected to reach $69.3 billion in 2026, more than doubling since 2021. Cool Nerds Marketing - CPG Marketing & Social Media
• [New] In 2026, the media industry will finally confront its greatest hidden cost: distribution fragmentation. TV Tech
• [New] By 2026, the first major entertainment property will succeed or fail based on whether audiences accept AI-generated content culturally rather than technically. InfoFina.com
• [New] Experiential retail media will gain traction in 2026 as brands seek to blend discovery and performance into a single strategy. eMarketer

Last updated: 12 January 2026