22 January 2026

Digital Economy in 2026: Changes in Marketing, AI, and Gaming

In 2026, artificial intelligence moves beyond a supporting tool and begins to compete with traditional advertising channels. Vertical video is transforming from a short-form entertainment format into a full-fledged streaming product. Programmatic is reshaping the role of TV, and brands are increasingly forced to redefine their value for consumers.

To understand which processes will shape the market in 2026, we analyzed reports from Sensor Tower, Statista, and forecasts from industry experts.

#1. AI content creation apps will generate more than $10 billion in 2026

AI became the most discussed topic in the digital industry in 2025. Neural networks are producing content and automating tasks.

For example, in the media sector, AI supports operational efficiency and innovation. Key use cases include:

Backend automation. AI is widely used to automate routine editorial and technical tasks — copywriting and editing, transcription, and metadata management.
Programming. AI assists in software development, generates code, and accelerates the launch of new features.
Translation and localization. AI enables rapid content translation into multiple languages, expanding audience reach.
News gathering support. AI helps journalists process large volumes of information and identify relevant data.

By 2026, AI is expected to grow across key metrics.

First, in download rankings, AI apps are projected to move from 10th to 4th place, overtaking multimedia, design, and shopping apps.

Second, by IAP revenue, they are expected to rank 3rd, surpassing dating apps.

Third, by time spent, AI apps are expected to reach 5th place.

#2. Vertical video formats will compete with OTT streaming

The vertical video format popularized by TikTok has evolved into a highly demanded streaming product.

According to forecasts for 2026, it will begin competing with traditional OTT streaming.

OTT streaming will retain a significant advantage, but the gap between the formats will continue to narrow.

# 3. TV channels see growing potential in programmatic advertising

TV channels and streaming services are increasingly shifting to the programmatic model as a way to unify linear TV and digital platforms into a single advertising ecosystem.

Data-driven automated buying improves targeting, reduces operational costs, and minimizes manual processes. Against the backdrop of audience expectations to “watch anywhere and anytime,” programmatic becomes a bridge between linear broadcasting and streaming. It supports new formats, reduces ad fatigue, and expands the pool of advertisers.

AI reinforces this shift by accelerating optimization and contextual targeting while maintaining brand safety. This makes programmatic a key driver of TV advertising effectiveness in 2026.

#4. AI will become a competitor to paid advertising in driving website traffic

Although AI is still a relatively small traffic source, its share is growing rapidly. As a result, by October 2025, more than 37% of top U.S. websites were receiving more traffic from generative AI than from paid advertising.

This trend is expected to accelerate further in 2026.

#5. Ad-friendly mechanics become a competitive advantage for mobile games

Mobile game downloads on the App Store and Google Play have been gradually declining compared to peak levels during the COVID-19 pandemic. If this trend continues, total installs will return to pre-pandemic levels as early as 2026. This makes ad-friendly mechanics more important than ever.

The most illustrative example is gameplay. Projects that can showcase instantly understandable actions, visible progress, and a clear visual style in ads attract users far more effectively.

The BYYD mobile platform enables the use of creatives with gameplay mechanics to promote games and other products. Interactive Rich Media banners increase user engagement and the likelihood of app installs.

Learn more about popular mobile games and in-app advertising in the article.

#6. Brand positioning continues to influence sales

Brand loyalty remains high in technologically complex categories — such as automobiles, home appliances, and electronics — where brands are associated with safety, innovation, and quality. In the food segment, for example, price becomes the key factor, while in furniture, the price-to-quality ratio takes priority. Today, consumers care less about the brand name itself and more about the value they receive for their money.

Statista analytics show that consumers are increasingly abandoning the “balanced” choice traditionally associated with the mid-price segment. This trend is particularly evident in the automotive industry, where buyers are increasingly opting either for budget or premium models.

Similar shifts are observed in home appliances and home improvement categories. The share of mid-segment buyers is expected to decline by 3% and 4%, respectively.

Brands that fail to clearly define their positioning — either as affordable or premium — risk being overlooked.

Mobile advertising plays a key role in increasing brand awareness:

It allows companies to maintain a regular and unobtrusive presence in consumers’ digital environments.
It delivers a higher level of attention compared to the web environment.
It uses precise targeting based on geolocation, interests, behavior, and socio-demographic data.

The effectiveness of mobile campaigns can be measured through Brand Lift studies.

The BYYD team also conducted a Brand Lift study during a GreenTekPay advertising campaign in Azerbaijan. The results showed that product awareness among users who saw the advertisement increased from 25.1% to 37.4%.

Check out our case studies and send us an email – let’s launch your next campaign together.