DELOITTE: SOCIAL PLATFORMS OVERTAKING TRADITIONAL MEDIA

LATEST DEVELOPMENT

Deloitte's 2025 Digital Media Trends report reveals social video platforms are becoming the new center of gravity for media and entertainment, outcompeting traditional studios for audience attention and ad dollars.

INDUSTRY TALK

BY THE NUMBERS

Key findings include:

• 6 hours: Average daily media consumption per US consumer

• 49% of consumers still have cable/satellite TV (down from 63%)

• $125 monthly average cable bill vs. $69 for streaming services

• 56% of Gen Z find social content more relevant than TV/movies

• 50% of young consumers feel stronger connection to creators than actors

INDUSTRY DISRUPTION

Major shifts include:

• Pay TV losing subscribers despite live sports/news appeal

• SVOD price sensitivity increasing (60% would cancel with $5 increase)

• Social platforms capturing majority of US ad spending

• Creator-driven content outperforming traditional programming

• Traditional entertainment definition evolving toward social formats

KEY IMPAERATIVES

Deloitte recommends studios:

• Invest heavily in advertising technology

• Pursue mergers/acquisitions to gather larger audiences

• Adopt AI for production efficiency and automation

• Focus marketing efforts on social platforms

• Embrace short-form content for premium IP

• Partner with social creators as brand advocates

THE BOTTOM LINE

As hyperscale social platforms challenge traditional media models with superior data-driven personalization, studios face an existential choice: transform their business models through consolidation and technology investment or risk irrelevance in an entertainment landscape increasingly dominated by social platforms and creator-driven content.