What does the entertainment landscape look like in 2025?
Alex is the Managing Director of major UK talent agency InterTalent. He represents his clients alongside overseeing the agency's creative strategy, day-to-day operations & acquisitions.
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🤔 What does the entertainment landscape look like in 2025?
2024 was a difficult one for the entertainment industry. The Strikes and Ad Funding downturn continued to cause havoc, and strategies now look very different than just 2 years ago. There is still a huge place for traditional media but it’s not in huge supply and we have to continue to hold tight in those areas. For all things online, it’s a completely different world. Given we have multiple different businesses at InterTalent (Scripted, Unscripted, Digital, Gaming, Music, Comedy, Brand Partnerships, Corporates & Events and more) we have a very detailed perspective across all platforms.
People often ask me how we can do different things under one roof. The truth is that all our clients, no matter what they do, are very similar in that they’re all storytellers. It’s just the means of how they express themselves and the platform in which they play to an audience changes. Some are actors, some are newsreaders, some present TV, some are on TikTok, some make music etc but they’re all telling us a story and that’s what links everyone we represent. This means that when we see the industry adapting and shifts happening we see can apply our knowledge to everyone we represent.
Today, I’m going to lay out my thoughts on what the entertainment industry will bring in 2025. It’ll be a year of significant change and transformation.
Let’s go! ⬇️
✅ Terrestrial TV: The UK TV landscape continues to face huge challenges started by declining advertising revenues and production cutbacks. The financial strain led to the cancellation of numerous shows and a lack of funding for new ones, with new opportunities becoming increasingly scarce. 2024 was scary, and the mantra was ‘Survive 'til 25’. Well, 2025 is here so what will we see? Truth is, not much different. I think commissions be a tad bolder than 2024 but not by much. I can’t see it getting worse (relief) but the reality is a major uplift in spending is not going to happen. Terrestrial TV needs to move even further towards integrating with digital platforms (ITV is coming to YouTube, watch this space) and attempt to meet the demands of new viewing habits. The path forward will continue to present major challenges this year, but if we can see clear strategic changes to embrace YouTube, the digital world in general, an openness to be more infinitely creative with IP and truly embrace brand-funded entertainment (which when done right can be just as thrilling as projects funded by traditional models) then maybe, just maybe, we will see a new, exciting world in Terrestrial TV in 2026.
✅ Streamers: The streaming battle will go even further in 2025 as all platforms fight for new subscribers. It will come down to who can deliver not just great content, but an immersive experience that keeps audiences sticking around. Netflix will continue to lead the way in top-quality UK projects. They’re betting big on every type of product: drama, documentary, kids, gaming, reality, live events and now they’re buying shows from YouTube. The Sidemen are coming to Netflix. It’s expensive, it’s smart and it’ll bring huge numbers. They’re not messing around. Discovery+ and Disney+ will remain places of real quality. I see them making more bold reality series again this year. I’m not sure what we’ll see from Amazon or Apple in the UK but navigating a commission from a big streamer is the holy grail right now.
✅ Digital: Youtube is everything. Viewing of YouTube content via TV screens now averages 1 Billion hours a day. It’s one of, if not, THE biggest broadcaster in the world and I would like to hope that 2025 is the year where it is unanimously recognised as such. Yes, the path to financial success isn’t simple but given how we all now consume content, Youtube has to be a major consideration for talent who are struggling to navigate TV (and even if they’re not). In terms of TikTok & Instagram - they will remain unstoppable so long as the former doesn’t get shut down. Some of the most exciting new talent we come across emerge from these platforms, creating the best and most engaging content. The global social media advertising market is expected to reach over $200 billion this year. Digital-first content creation is not slowing down any time soon and talent is at the heart of it.
✅ Writing: Footfall in supermarkets and independent bookshops was down significantly in 2024 and while I hope to see improvements this year, I’m not convinced we will. People just aren’t buying as many books. What we are seeing though is a significant resurgence in the written word, particularly on platforms like Substack & Medium, which are empowering creators and authors in new ways. The boom stems from a creators/authors ability to monetise directly through subscriptions and paywalls while retaining full IP ownership and control over their content. It’s extremely empowering and 2025 will be pivotal in this becoming even more mainstream. This shift empowers writers of all levels with huge creative freedom, direct access to a paying audience, low barriers to entry, and potentially sustainable income opportunities, making it an exciting time for independent authors. It’s different, it’s smart and it’s working. Substack authors, for example, can make a lot of money from this platform. I’m aware of some making 6 figures annually. From a talent perspective, the ‘written word’ is now a brand new tentacle being added to their strategy. It’s exciting. We’re even seeing well-known celebrities leap onto LinkedIn and write articles. This is showing no signs of stopping. Back to books for a second: Audible’s massive audiobook business remains strong and Spotify launched its premium audiobook service which is a game-changer. So if you still want a traditional book deal, publishers are looking for proposals that are multi-platform. It has to be equally appealing in physical form as it is through your phone and into your ears.
✅ Podcasts: Last year I said ‘Podcasts continue to excite and confuse in equal measure. I don’t see 2024 being any different.’ The same rings true for this year. We all now love a visualised podcast—one you can listen to and watch, with the production value of The Graham Norton Show. But these remain rare, as they require significant budgets to thrive and sustain success. Many start strong but struggle to maintain momentum, both in popularity and revenue. Podcasts are still a powerful way to connect directly with audiences, and we’re committed to working with our clients on meaningful, passionate topics alongside the right partners. However, given market oversaturation, low entry barriers, and the challenge of building large, engaged audiences, achieving financial success in this space remains tough. This year, I anticipate producers and brands leaning even further towards safer bets that show clear signs of high audience impact. What does that mean? Simple. Many more talent-led conversational podcasts entering the space covering anything from the key market genres: lifestyle, health, comedy, entertainment, sport, business, culture and self-improvement. That’s a great thing for a talent agency and a great opportunity.
✅ Drama: It’s striking that 18 of last year’s top 20 grossing films were sequels or spin-offs - a clear (and somewhat depressing) sign of how risk-averse commercial filmmaking is nowadays. However, this ongoing cautiousness opens the door for a creative boom in other ways in 2025. Scripted commissioning will likely hold steady YOY from 2024, and within that stability lies the opportunity for innovation. I expect to see real creativity and thrilling storytelling emerge particularly in new indie films and TV dramas. I hope that our acting clients can look forward to some truly exciting scripts this year. That being said, I expect to see the same number of commissioned projects in UK TV and film as last year. It depends on how you look at it but, for me, channels, platforms and producers spending similar money to last year is a lot better than the ‘less and less’ we’ve had since 2020. We might not see more work on the table than 2024, but I don’t think we’ll see less. Screen budgets will remain problematic so we’ll have to continue to work ridiculously hard to see results. In regards to the UK theatre scene, West End ticket sales are performing very well, at pre-Covid levels, which is an unexpected but very welcome development, especially considering ticket prices. As the Financial Times recently highlighted, the government’s increased tax relief for new productions—now up to 40%—has been a major catalyst for the sector’s recovery. Will that mean more stage productions in 2025? I think so. It’s an invigorating time in theatreland.
✅ Live: Live events in general are riding a huge wave and the mega success of You Me Bum Bum Train at the end of 2024 opens the door for more thrilling IRL experiences this year. Immersive entertainment will shine bright in 2025 — VR arcades, interactive games, museums & theatre, cosplay events and a variety of cultural experiences and spectacles blending real and virtual worlds will be extremely popular. Post COVID, there is now a huge demand for human connection. It extends even further. Gary Vaynerchuk, CEO of VaynerMedia, says live social shopping will continue to heavily revolutionise how we shop online, blending entertainment and retail like we’ve never seen before… and not like QVC! It feels far-fetched, it feels Gen-Z, but I promise you it’s not. It’s the future.
✅ Sports: Live sports continue to command unparalleled value in the media landscape, with broadcasting rights reaching unprecedented figures. Netflix for a long time told us they weren’t getting into live sport but now with their multi-year multi-billion WWE deal and the infamous Jake Paul v Mike Tyson fight, those days have ended. 2025 will be interesting from a UFC perspective as those rights are soon to come around. I can see Netflix heading for them too. No platform or channel wants to miss out on Sport. It engages people like no other and brings audiences en masse. Sport-based content is as in demand as it has ever been, and our broadcasters & creators are seeing huge growth and opportunity. Audiences want more, they want it direct to their devices and we anticipate even further strategic shifts in 2025. For our talent, this means even more opportunities to broadcast, create and partner with so many brands, channels, rights holders etc. Those who are the most creative, engaging and unique will see the biggest results this year. The demand for engaging sports content is at an all-time high and the race to the top continues.
✅ Gaming: The UK gaming industry kicks off 2025 looking to pick itself up after a difficult 2 years. It's been a tough few years with economic pressures squeezing consumer spending and big studios navigating layoffs and project delays. From what I’ve been reading, this year feels like a turning point. Indie developers are stepping up, while bigger studios are getting smarter, focusing on high-impact projects and big IP plays. Immersive technology is setting the stage for the UK to lead globally once again and cloud gaming is set to reshape the video gaming industry in the upcoming years. Continuing with the theme of ‘sports wins everything everywhere’, EA FC 25 dominates by far when it comes to the UK, which is why the majority of our gaming talent strategy is football focused.
✅ Brand Partnerships: The influencer marketing industry continues to flourish, with global spending projected to reach $39 billion in 2025—a 10% increase from previous years. This will surprise no one. We will continue to see huge growth in influencer-made marketing content that feels authentic and less pluggy, in place of where traditional adverts used to be. What is interesting though is that Brands are increasingly now collaborating with more specialist creators focusing on niche content, which is driving higher engagement rates. Even nano influencers (those with under 10,000 followers) are seeing strong brand interest. This highlights the value of targeted audiences, and brands of all shapes and sizes will be focused this year on the right partnership and getting big results. Brands have finally cottoned on to the fact that mega-creators with high price tags can’t always guarantee a ROI. For us, it continues to be a world of huge importance, growing rapidly and becoming more creative, detailed, and nuanced. AI will also play a huge part in our marketing. Speaking of which…
✅ AI: AI's influence on the entertainment industry is set to deepen significantly in 2025. While concerns about ethics and job risks are important conversations to be had, and need serious consideration, the truth is that AI is here to stay and will be integrated into every form of entertainment sooner or later. No one wants to see it take jobs or destroy industries, and it’s important that never happens. It should only enhance creativity and storytelling, sparking new synergy between people and technology. 2025 will see huge steps in that direction within entertainment across the board, and anyone who doesn’t embrace these positive possibilities will be left behind extremely quickly. As an example, the 2024 Tribeca Festival featured five short films entirely made using technology from OpenAI which is a major shift. This year we will see every major player take AI extremely seriously and I’d be surprised if most entertainment companies don’t have some form of AI division by the end of the year.
📥 I would love to hear from you. Any ideas, thoughts and feedback via alex@intertalentgroup.com are always most welcome.
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See you next time.
Alex