In today’s world, where technology is moving at record pace, the political landscape seems unpredictable and personal finances no longer stretch as far as they did, people are intentionally seeking stability and fulfilment from things within their control. They are jumping off the hamster wheel and finding enjoyment by slowing down and reducing complexities in their everyday life.

What matters to people, matters to audiences too. In this blog, we will explore four media and entertainment industry trends present today, and into the future so brands can create experiences that support our cultures new normal.

1) Mindful Minimalism

Over time, the media and entertainment industry has reflected this need to slow down through a significant increase in mindfulness and self-care content. Platforms like Netflix have embraced this trend since its arrival, with series such as Headspace, which combines guided meditations with stunning nature visuals, making mindfulness practices engaging and accessible.

This trend is also taking shape in the form of new genres all together. For example, Norwegian-based network, Slow TV, immerses audiences in scenic experiences like a train journey or boat ride through full-length static camera angles and ambient sounds. By creating a meditative and stress-free viewing experience, people are able to take a mental reprieve from the fast-paced and often chaotic nature of our usual media.

How brands can take action:

As consumers increasingly seek intentionality in their choices, media brands must integrate simplicity, mindfulness and self-care into their core philosophy rather than merely adopting it as a marketing or content tactic. This requires creating and curating content that not only stands out but also is authentically aligned with the well-being of their audience. It also requires an adoption of the strategy within business practices.

2) Family Reimagined

In 2025, families have shifted beyond biological connections and traditional roles to broader definitions. From single-parent households and co-parenting partnerships to blended families, LGBTQ+ households, chosen families and pet parents – family is a kaleidoscope of meaning – and people are seeking that realness and authenticity reflected in their media as well.

Hollywood led the charge on this trend through movies and shows, and even in personalities own lives. American actress, Jennifer Aniston, best known for her role as Rachel Green in Friends – peeled back the curtains in her own life when she openly discussed her reality of being child-free in her mid-50s. In 2025, shows such as Stacey & Joe (BBC) offer authentic glimpses into celebrity lives, whilst also showing how new family dynamics are the norm.

And we can’t forget about Netflix’ most recent, record-breaking limited series Adolescence which throws a light on the difficult but very topical subject of toxic masculinity, misogyny and anti-feminism.

While these examples are still not the norm, we are seeing more representations of non-traditional family structures on social media platforms like Instagram, TikTok, and YouTube. Influencers and content creators are sharing their authentic lives with less editing and more realness.

By normalising these diverse family structures on screen, media and entertainment is helping to foster inclusivity in society by encouraging audiences to celebrate societal changes and allow individuals to find their sense of belonging.

How brands can take action:

A continued challenge for traditional media brands will be to authentically reflect societies many different family structures and human connections. As audiences seek authentic, positive reflections of their own lives, the question is how can media and entertainment reflect diverse human stories, yet still reach and be relevant for mass audiences?

3) Curated Choice

Think about the last time you sat down on a Friday night looking to watch a movie – how many streaming platforms did you cycle through until you finally decided on just the right pick? Did it take so long you were too tired to watch the movie fully?

With the number of media subscription platforms increasing by the week, audiences are juggling to keep up and are looking for simple, stress-free ways to engage with content. That also means media companies are beginning to shift their focus from a ‘more is more’ mentality to enhancing and consolidating their options to combat a paralysis of choice.

Consolidation within the media industry continues to be a significant trend, as mergers and acquisitions aim to drive subscriber bases and advertising revenue but also simplify content access for audiences. For example, Hulu and Disney+ – both owned by the Walt Disney Company – have begun merging content and creating a more seamless way for users to browse content between the two apps.

The biggest change, however, comes from the use of generative AI and machine learning, which is revolutionising how audiences engage with media by providing personalised experiences and real-time recommendations, whilst also streamlining content production. From customised storylines and content generation to audience/fan co-creation and emotion driven adjustments, curation is entering a new era as generative AI is transforming how audiences interact with media. With 260 million users, and machine learning spanning all aspects of Netflix’s business, the streaming service is perhaps at the forefront of change.

How brands can take action:

Media brands must refine content discovery whilst balancing personalisation with content overload, ensuring recommendations feel intuitive rather than overwhelming.

As subscription fatigue grows, media brands face pressure to offer seamless aggregation without losing brand differentiation. Consolidation creates competition between mega-platforms, making it harder for smaller players to stand out.

To adapt to the increasingly fragmented media environment, audience measurement metrics are being redefined to help media brands curate relevant content quickly. Generative AI enables hyper-personalised content but must be balanced with real, human co-creation.

4) Silver Renaissance

The theme of authentic representation presents additional challenges for media brands especially when considering changing audience profiles.

Historic stereotyping by age and gender meant that older generations were seen as less likely to engage with media, less likely to spend, and therefore, less attractive to brands.  The new reality is quite the opposite. Longer life expectancies and greater awareness of physical and mental wellness are reshaping how Gen X and Boomers are living and seeking a life of enjoyment and entertainment.

A great example showcasing this is ‘A Man on the Inside’, a Netflix comedy series starring Ted Danson as a retiree-turned-amateur private investigator. Once thought of as a time for slowing down, retirement is now a time for reinvention. By catering to this trend, older audiences can see themselves in the characters and feel seen and understood.

How brands can take action:

 In order to remain relevant, the media and entertainment industry needs to move away from stereotyping older generations and show the true aspirations and reality of this audience. Anti-ageism needs to be integrated into the core strategy, not just as a business opportunity but as an obligation to audiences. With the entertainment industry so often being perceived as a young one, brands can look to embrace Gen X and Boomers at every stage – from creation to production.

In a world that is increasing in stress and turmoil, the entertainment industry is more important than ever – giving people a source of enjoyment, happiness and even disassociation. But with great importance comes great responsibility to deliver the type of content that really matters to audiences. By prioritising strategies that tap into consumer trends such as Mindful minimalism, Family reimagined, Curated choice and Silver renaissance, media and entertainment brands will be able to better support and win over today’s consumers.