In The Know: Media Industry Update DEC 2025
The media pulse decoded by your agency.
Contents:
- Thank you
- Looking ahead to 2026: A few early signals
- Privacy reform is coming & it matters
- Summer content inspiration from the Audience Group team
Thank you
Before we dive into our final media industry update for 2025, we wanted to take a moment to say thank you.
We appreciate the continued partnership and shared momentum throughout 2025. Working alongside teams who are committed to meaningful growth is what drives our work, and we look forward to building on this in 2026.
Looking ahead to 2026: a few early signals
One of the strongest themes we are seeing is preparedness. Brands that invest time now in audience strategy, measurement and creative systems will be better placed for growth and more resilient through environmental shifts.
As audiences fragment across platforms and formats, the ability to test audiences and produce creative continuously becomes just as important as where and how media is bought. Creative is no longer a one-off input, but a constant driver of audience learning and performance.
AG View: Brands that can test audiences and move creative at pace, while staying anchored in clear messaging and brand strategy, will adapt faster than those chasing short-term wins or obsessing over competitors. Move too fast without that anchor and you will risk falling into a trap of homogenisation; which is exactly why brand foundations will matter more, not less.
Privacy reform is coming and it matters
Further updates to Australia’s Privacy Act are expected in 2026. While the detail may still shift, the intent is clear and the implications for media, data and technology are material.
Proposed changes mean organisations using automated decision-making may need to be far more explicit about what personal data is used, where decisions are fully automated, and where humans are making decisions with automated support.
For advertisers, this is not theoretical. As behavioural targeting comes under increased scrutiny, long-standing reliance on third-party cookies, pixel tracking and broad behavioural pools becomes both riskier and less sustainable. Segmentation, reach and performance strategies will need to evolve to cater for these holes that will start to form.
AG View: Privacy is no longer just a compliance issue. It is a growth lever. How data is used will directly impact trust, reach and effectiveness. If you’re looking for ways to shift toward more privacy-resilient data and audience strategies ask us and we can support you in ensuring you’re staying ahead of compliance while building foundations for long-term performance.
AG Team Summer Content Inspiration
To end our last update for this year on a high note we thought it might be fun to share what our team has been reading, listening to or binging this month to inspire you over the break.
CASEY – TV SERIES, ‘ALL’S FAIR’ ON DISNEY
“A perfect mind numbing, fashion inspiring, baller drama series featuring Kim Kardashian (yes she acts)… Binge this if you love Emily in Paris or Sex and the City.”
AIMEE – TV SERIES, ‘THE FAMILY NEXT DOOR’ on ABCiView
“Easy-to-binge crime series that draws you in with the picture-perfect Australian living arrangement, in the picture-perfect neighbourhood, then slowly peels back layers to reveal what goes on behind closed doors. Perfect to dip in and out of over the summer. If you love Dirty John or Big Little Lies, give this a go. And bonus points, it’s adapted from Sally Hepworth’s book of the same name.“
TOM – BOOK, NEVER SPLIT THE DIFFERENCE: NEOGOTIATING AS IF YOUR LIFE DEPENDED ON IT.
“Come back as a badass, in 2026.” – AUDIOBOOK, ALAN PARTRIDGE, BIG BEACON
“If you’re a fan of Alan Partridge then the audiobook (narrated by Alan himself (Steve Coogan)) is a must listen. Absolutely hilarious.“
ANGE – PODCAST, NOTHING TO WEAR?
“If you are into fashion, this is a quick fix on latest trends and very helpful on tips to be savvier, shop your wardrobe and invest in pieces that last.“
