Learning Hub

Branded content is booming – but it’s also at a crossroads.

As audiences’ attention spans shrink and AI reshapes the way we create and distribute content, marketers are asking one key question: how do we stay ahead?

Our 2025 Branded Content Study, produced in partnership with our member TVN and research consultancy Ascentinel, reveals what’s really happening in the market – from budget shifts and content formats to AI adoption and the rising role of personalisation.

Key findings

Here’s a snapshot of what you’ll discover in the report:

• Market growth: Branded content budgets are set to grow by over 10% in the next year.
• Video dominates: Short-form video continues to lead as the most engaging format.
• AI is a double-edged sword: While it boosts efficiency, it also raises the stakes for human creativity and authentic storytelling.
• Personalisation is non-negotiable: Data-driven, highly tailored content is becoming central to success.
• Metrics that matter: Time spent and brand lift are now the top measures of campaign effectiveness.

Why this matters

Branded content is a powerful way to connect with audiences, drive engagement, and build trust.

Whether you’re a brand, agency, or media owner, this study provides the data, insights, and trends you need to plan for 2025 and beyond.

Download the full study

Download the full 2025 Branded Content Study and get the insights that will shape your branded content strategy this year.
[⬇ Download the Report]