Horizon’s Outlook: Key Media Consumption Trends for 2025

Media consumption trends are heavily influenced by ongoing cultural shifts in society. People increasingly prefer brands that reflect their values. 

According to statistics, 50% of users are willing to pay more if a brand supports the cultural trends they care about. To maintain a competitive advantage in this environment, it’s essential to build business strategies that align with these expectations.

Horizon and Why Group have identified the key media consumption trends for 2025. 

In this article, we explore the main patterns that can help businesses better understand their audiences and explain how mobile advertising aligns with modern user expectations.

Trend #1. Content Reimagined

Content creators are rethinking older media products and reviving their relevance. For example, AI technologies are now enhancing the quality of films from the 1990s. Iconic clips from early 2000s TV shows are resurfacing on social media in the form of 15-second vertical videos.

The hashtag #movieclips on TikTok, where users share short clips from movies and series, has over 5 million posts.

This repackaging of content expands revenue potential in 2025. The trend allows brands to extend the lifecycle of their media assets and engage audiences in new, innovative ways.

Trend #2. Blending Media Formats

Media consumption trends in 2025 span across various content formats.

84% of Millennials and 94% of Gen Z spend time on websites while simultaneously watching TV or using other devices.

Technology is reshaping media consumption trends. User experience is no longer linear. The convergence of formats helps boost personalization and audience engagement.

For instance, TikTok is seeing a rise in videos where creators sing in two languages at once. This type of content resonates with multicultural audiences.

Following this trend, BYYD introduced the Split Screen interactive ad format. It divides the screen into two separate zones, each displaying a different ad message.

This approach increases attention span and encourages user interaction. Learn more about the format in the full article.

Trend #3. Smart Clothing

Smart devices like Apple Watch have become part of daily life, but the future lies in smart clothing. The global smart clothing market is expected to grow from $2.3 billion in 2022 to $23 billion by 2032, revolutionizing how we interact with technology.

Mobile apps are essential for the functionality of smart clothing. For example, there are T-shirts equipped with sensors that track movement, sleep quality, and body temperature in elderly users. This data is sent to an app and allows loved ones to monitor their well-being in real time.

Trend #4. Embracing Intrigue in Content

The desire to make familiar things feel new again will be a major growth driver in 2025.

69% of U.S. adults say they’re tired of seeing the same content repeated in their social media feeds.

In advertising, surprise and intrigue are just as important. In-app promotion makes it possible to create creative banners with mysterious or open-ended messages that blend naturally into the user experience.

Unexpected questions, blurred visuals, silhouettes, and QR codes can all help spark curiosity and increase engagement.

To launch a campaign with BYYD, check out our latest case studies and contact us at hello@byyd.me.

Trend #5. Immersion

Media consumption trends are increasingly centered on user interaction. People want to feel like part of the content and be able to influence it.

For example, podcasts are now being adapted into video formats on platforms like YouTube, where fans engage in discussions via comments.

In 2025, brand narratives are expected to evolve through audience participation — driven by the human desire to create myths and fan stories. This dynamic will help brands build more meaningful communication and remain flexible in a world where everyone can contribute ideas and speculation.

How Media Consumption Trends Influence Brand Promotion

To stay ahead of the curve, it’s critical to incorporate media consumption trends into your marketing strategy.

The BYYD mobile platform follows these cultural and technological shifts and offers cutting-edge tools for brand promotion:

• Mobile ad campaigns allow you to launch banners using any type of content — including reimagined older media.
  
• The interactive Split Screen format reflects the growing user desire to engage with multiple media streams at once.
  
• In-app advertising makes it possible to select placement based on audience interests — from healthcare to entertainment. While daily optimization boosts performance and eliminates underperforming apps.
  
• In-app promotion lets you natively integrate intriguing, high-engagement messages directly into the mobile experience.
  

BYYD has helped brands grow through mobile advertising for over 10 years and continues to improve its tools and formats.

Explore our case studies and contact us to launch your in-app campaign.

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