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Sharp perspectives on
the shifts shaping audiences and industries

**What’s in focus this month**

The AI Experience Framework

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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What UK sports fans want from broadcasters in 2026

UK sports fans care less about who's broadcasting than whether they can find the match, MTM ScreenThink data shows. Here's what that means for your rights strategy.

UK sports fans care less about who's broadcasting than whether they can find the match, MTM ScreenThink data shows. Here's what that means for your rights strategy.

The AI Experience Framework

Apple’s home hub doesn’t need a smarter Siri. It needs Siri to remember the PE kit

Apple’s home hub doesn’t need a smarter Siri. It needs Siri to remember the PE kit.

Apple’s home hub doesn’t need a smarter Siri. It needs Siri to remember the PE kit.

6 in 10 UK viewers willing to switch streaming services as subscription cycling becomes mainstream

MTM’s latest ScreenThink report finds 60% of SVOD users are open to subscription cycling, while 42% of pay-TV customers are considering switching.

MTM’s latest ScreenThink report finds 60% of SVOD users are open to subscription cycling, while 42% of pay-TV customers are considering switching.

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.

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.

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.

The Future of TV: Key Takeaways from MTM’s Breakfast Club

Explore key takeaways from MTM’s Future of TV Breakfast Club, from reaching younger audiences and building prominence to the power of quality content.

Explore key takeaways from MTM’s Future of TV Breakfast Club, from reaching younger audiences and building prominence to the power of quality content.

What does it take for consumers to delegate to AI?

Consumers happily use AI to search, but many won't let it buy. See where trust breaks down and four safeguards brands can build into agentic journeys.

Consumers happily use AI to search, but many won't let it buy. See where trust breaks down and four safeguards brands can build into agentic journeys.

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Ideas and analysis from inside mtm

Introducing The AI Experience Framework

Are AI features genuinely improving the customer experience?

Why are Gen Z viewers switching off Hollywood remakes

Gen Z love nostalgia. Hollywood’s reboots keep missing what they love about it.

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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