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Sharp perspectives on
the shifts shaping audiences and industries

**What’s in focus this month**

Generation Algorithm: How to win the audiences that grew up inside the algorithmic media system

MTM's new white paper reveals how audiences are reclaiming control of algorithm-driven feeds, and what this means for platforms and brands competing for attention.

MTM's new white paper reveals how audiences are reclaiming control of algorithm-driven feeds, and what this means for platforms and brands competing for attention.

What to Watch - The role of prominence in viewer choices

MTM's latest white paper explains why great content alone no longer wins viewers, and why prominence on streaming platforms is becoming decisive.

MTM's latest white paper explains why great content alone no longer wins viewers, and why prominence on streaming platforms is becoming decisive.

How can you make the most out of second club fandom?

80% of sports fans follow more than one club, spending around €200 a year on their teams. MTM's report shows how to unlock second club fandom's potential.

80% of sports fans follow more than one club, spending around €200 a year on their teams. MTM's report shows how to unlock second club fandom's potential.

MRS Award Nominations

MTM is a finalist in two MRS Awards 2026 categories: Media Research with Tesco Media, and Public Policy and Social Research with the ASA.

MTM is a finalist in two MRS Awards 2026 categories: Media Research with Tesco Media, and Public Policy and Social Research with the ASA.

What we heard at SportsPro AI

Key takeaways from SportsPro AI & Tech at London Stadium: why fragmented fan data holds sports back, and how motivation-based segmentation helps.

Key takeaways from SportsPro AI & Tech at London Stadium: why fragmented fan data holds sports back, and how motivation-based segmentation helps.

Why better rights deals won’t close Serie A’s gap with the Premier League

MTM’s Chris Sadd explores why better media rights deals alone won’t close the gap with the Premier League, and what Serie A needs to grow global fandom.

MTM’s Chris Sadd explores why better media rights deals alone won’t close the gap with the Premier League, and what Serie A needs to grow global fandom.

MTM research helps shape DCMS’s new Watch This Space green paper on the future of UK public service media

MTM Research Informs DCMS Watch This Space Green Paper | MTM | Insights & Strategy Consultancy

MTM Research Informs DCMS Watch This Space Green Paper | MTM | Insights & Strategy Consultancy

New research by MTM and Google reveals how trust influences shopping in the age of agentic AI

New research from MTM and Google reveals how trust shapes Australian shopping journeys, purchase confidence and consumer behaviour in the age of agentic AI.

New research from MTM and Google reveals how trust shapes Australian shopping journeys, purchase confidence and consumer behaviour in the age of agentic AI.

MTM research underpins IAB UK’s latest State of AI in Advertising report

IAB UK forecasts AI-driven advertising will reach around £18bn by 2030, as new research explores the shift from automation to agentic AI across advertising.

IAB UK forecasts AI-driven advertising will reach around £18bn by 2030, as new research explores the shift from automation to agentic AI across advertising.

The UX of Bergerac

ASA releases new MTM research on UK public perceptions of weight loss ads

New ASA research conducted by MTM explores how UK audiences interpret weight-loss ads and their understanding of prescription-only medicines and advertising rules.

New ASA research conducted by MTM explores how UK audiences interpret weight-loss ads and their understanding of prescription-only medicines and advertising rules.

Why UEFA’s Euro 2028 ticket strategy could win with fans

MTM’s Ross Taylor explores UEFA Euro 2028 ticket pricing, fan accessibility and why ruling out dynamic pricing could resonate with supporters.

MTM’s Ross Taylor explores UEFA Euro 2028 ticket pricing, fan accessibility and why ruling out dynamic pricing could resonate with supporters.

How social is reshaping football fandom

MTM's Chris Sadd explores how players, social content and culture are changing football fandom and how clubs can build relationships with new fans.

MTM's Chris Sadd explores how players, social content and culture are changing football fandom and how clubs can build relationships with new fans.

Why prominence is key to winning viewer attention

MTM uncovers how mental and physical availability shape viewer choice, and why streamers need to make content easy to choose and easy to find.

MTM uncovers how mental and physical availability shape viewer choice, and why streamers need to make content easy to choose and easy to find.

MTM x DCM Upfront 2026: what you need to know

At the 2026 DCM (Digital Cinema Media) Upfront, MTM CEO Caroline Wren explores which media environments create culturally resonant moments and what makes them memorable for audiences.

At the 2026 DCM (Digital Cinema Media) Upfront, MTM CEO Caroline Wren explores which media environments create culturally resonant moments and what makes them memorable for audiences.

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The Luxury of Less: What media brands need to know about choice deprivation

Audiences are deliberately narrowing their choices, from iPods to curated streaming. MTM explores what 'choice deprivation' means for media brands.

Audiences are deliberately narrowing their choices, from iPods to curated streaming. MTM explores what 'choice deprivation' means for media brands.

The art of being essential: why nailing the basics is the secret to brand growth

What to Watch - The role of prominence in viewer choices

MTM's latest white paper explains why great content alone no longer wins viewers, and why prominence on streaming platforms is becoming decisive.

MTM's latest white paper explains why great content alone no longer wins viewers, and why prominence on streaming platforms is becoming decisive.

Why UEFA’s Euro 2028 ticket strategy could win with fans

MTM’s Ross Taylor explores UEFA Euro 2028 ticket pricing, fan accessibility and why ruling out dynamic pricing could resonate with supporters.

MTM’s Ross Taylor explores UEFA Euro 2028 ticket pricing, fan accessibility and why ruling out dynamic pricing could resonate with supporters.

ASA releases new MTM research on UK public perceptions of weight loss ads

New ASA research conducted by MTM explores how UK audiences interpret weight-loss ads and their understanding of prescription-only medicines and advertising rules.

New ASA research conducted by MTM explores how UK audiences interpret weight-loss ads and their understanding of prescription-only medicines and advertising rules.

Cultural tensions of 2026

MTM identifies the cultural tensions set to shape media and entertainment in 2026, from legacy vs challenger voices to the rise of micro-dramas.

MTM identifies the cultural tensions set to shape media and entertainment in 2026, from legacy vs challenger voices to the rise of micro-dramas.

MTM’s 3 Reasons research reveals how the BBC sees the future of television as digital and inclusive

A new BBC and Everyone TV report, with insights from MTM's 3 Reasons, forecasts 2029 as the tipping point for all-IP television in the UK.

A new BBC and Everyone TV report, with insights from MTM's 3 Reasons, forecasts 2029 as the tipping point for all-IP television in the UK.

Trends Snapshot Rewind

MTM looks back at the trends spotlighted in 2025's Trends Snapshots, from AI transparency in music to curated communities, and how each has played out.

MTM looks back at the trends spotlighted in 2025's Trends Snapshots, from AI transparency in music to curated communities, and how each has played out.

Personas: Dead, Alive… or Evolving?

MTM's UX research team reflects on their MRS User Research Conference workshop, sharing five rules for building personas that genuinely drive decisions.

MTM's UX research team reflects on their MRS User Research Conference workshop, sharing five rules for building personas that genuinely drive decisions.

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Ideas and analysis from inside mtm

Generation Algorithm

Why audiences are rewriting the rules of the social feed

Fan Loyalty

Why many sports fans support more than one team

ASA and Influencers

A look at MTM's work with the ASA on influencer marketing

C&I Trends

A rundown of this month's culture and insights trends

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