Six trends defining the future of media

10 February 2026 – The media sector is at a tipping point. New platforms, fragmented attention, and the growing influence of algorithms and AI make reaching media users an everyday challenge. That is why Future Media Hubs, an initiative of VRT in close collaboration with RTBF, is launching a new trend report for 2026. The report reveals how media consumption is rapidly evolving, what this means for traditional news media, and which strategic choices are needed to remain relevant in an increasingly fragmented media landscape.

Sarah Geeroms, Head of Future Media Hubs: “With Future Media Hubs, we bring knowledge and innovation together across public and commercial media players worldwide. This collaboration gives VRT a unique pioneering role: we learn from one another, jointly develop new solutions, and in doing so strengthen tomorrow’s European media landscape.”

Six key insights from the report

1 – Fast and authentic content

The media landscape is changing faster than ever. Vertical storytelling, ultra‑short formats and flashy visuals are dominating screens, while podcasts are becoming longer, calmer and more in‑depth. Younger audiences no longer expect repurposed content, but truly native stories that can be shared across multiple platforms.

2 – From watching to experiencing

Influencers and platforms now determine reach. Young people’s social lives are shifting to immersive digital worlds such as Roblox, game environments and livestream platforms. Media is less to be watched and more to be experienced. Thanks to accessible technology, this digital living space is also growing explosively. Transmedia content - stories that unfold seamlessly across platforms - further blurs the line between player and viewer.

3 – New gatekeepers shape the playing field

Traditional media no longer control distribution; platforms, algorithms, influencers and AI systems do. Traffic from search engines and social media is drying up, while AI‑generated summaries are replacing the traditional search for news. Direct relationships with audiences therefore remain crucial: through apps, newsletters, subscriptions and journalism that stays reliable, recognisable and independent.

4 – Trust in news is declining

More and more people are avoiding news because it feels overwhelming, too negative or simply too much. At the same time, deepfakes and AI‑generated content are flooding the online ecosystem, further blurring the line between fact and fiction. Young people in particular disengage more quickly and seek meaning in digital gaming worlds, widening the information gap even further.

5 – AI: the biggest opportunity and threat

AI is taking production processes to the next level through automated formats, hyper‑personalisation and “liquid content” that can be easily adapted to different contexts. At the same time, AI risks becoming the next gatekeeper - deciding and even creating what people see. That is why media organisations are developing strict ethical guidelines, human oversight and transparent technologies, including European, locally trained models, to ensure AI strengthens rather than replaces journalism, safeguarding reliability and trust.

6 – A new revenue model

Traditional media companies are seeing their revenue models erode as users and advertisers move to international platforms, while paywalls and new digital models generate only limited returns. At the same time, they are expected to innovate faster with fewer resources, putting quality under pressure and allowing digital players to dominate the market.

Jo Caudron, transformation strategist and collaborator of the report: “The Future Media Hubs trend report does not start from technology as such, but from the power that technology creates. Who decides what matters or what is true? Who is allowed to create content, and what do people ultimately get to see? The better media companies understand how these evolutions work, the more control and autonomy we retain when it comes to big tech, AI, behavioural change and societal shifts. That can only strengthen the position of media and journalists - which, in these turbulent times, is anything but a luxury.”

Future Media Hubs is an initiative of VRT in close collaboration with RTBF, supported by the Flemish Department of Culture, Youth and Media. The network brings together around 60 international media organisations to stimulate innovation through collaboration and knowledge sharing. Future Media Hubs consists of five Hubs, each with a specific focus: business models; new technologies & AI; games & interactive formats; audience reach; and trust in news.