Independent Media Agencies Australia has released its 2026 Future Trends and Insights Report, mapping the major shifts expected to shape the Australian media and marketing landscape over the next year.
Now in its third year, the report draws on data, industry insights and audience predictions from IMAA’s media and industry partners, offering agencies and advertisers a detailed snapshot of what is likely to dominate planning conversations in 2026.
Key themes include sport as a high value advertising platform, the rise of influencer-led hybrid storytelling, credibility as a brand differentiator, quick commerce becoming everyday behaviour, and the transition of AI from an emerging trend to a workplace necessity.
A practical guide for agencies and brands
The more than 100-page report has become a reference point for independent agencies and brands heading into the new year, helping marketers align creative thinking, media strategy and audience engagement with evolving consumer expectations.
IMAA said the 2026 edition reflects a media environment marked by convergence, fragmentation and accelerating technological change, with marketers under pressure to balance innovation with effectiveness and trust.
IMAA CEO Sam Buchanan said the report is designed to help the industry stay ahead of rapid change.
“Our annual trends report continues to be a powerful tool for the Australian media industry,” Buchanan said.
“Amid unprecedented change in our industry, staying ahead of the curve is crucial. Our trends report aims to give brands and agencies a glance at what’s to come in the year ahead, and what’s top-of-mind for consumers and media as they head into the new year.”
Sport, storytelling and attention in focus
Among the strongest themes in the report is the continued rise of sport as a premium advertising channel, enabling brands to reach mass and niche audiences through culturally relevant moments.
The report also highlights the growth of hybrid storytelling, where influencers, creators and brands blend digital influence with real-world experiences to build authenticity and emotional connection.
Attention, rather than reach alone, is identified as a key performance indicator for 2026, alongside the growing importance of the home screen as a battleground for audience engagement.
AI, credibility and quality media investment
The report flags a growing convergence between AI-generated content, made-for-advertising environments and invalid traffic, noting that marketers are increasingly seeking AI-powered solutions to ensure ad spend is reaching real people in high-quality environments.
Credibility is positioned as a strategic advantage for brands, with consumers expected to favour simpler messaging, emotional clarity and trusted platforms as fatigue with complexity and clutter grows.
AI is also expected to shift from experimentation to necessity, with marketers restructuring workflows to embed AI across planning, execution and measurement.
From a consumer perspective, the report points to the rise of quick commerce, as Australians outsource more everyday tasks and impulse-driven platforms evolve into habitual shopping channels.
Female empowerment, culturally diverse advertising and authenticity are also identified as core forces shaping what audiences value and engage with in 2026.
Key trends outlined in the report include sport as a platform, the influencer economy and hybrid storytelling, female empowerment, AI slop and media quality concerns, quick commerce, credibility as a differentiator, AI as a workflow necessity, attention as a KPI, the home screen as a key battleground, and authenticity driving discoverability in a zero click environment.
Industry collaboration at the core
Predictions and insights in the report were contributed by a wide range of media partners, including Meta, Nine, SBS, Pinterest and Channel Factory, covering topics such as culturally diverse advertising, the future of search, sponsorship effectiveness and brand suitability.
Buchanan said collaboration with partners remains central to the report’s relevance.
“I’d like to thank our many media and industry partners for their valuable thoughts and insights,” he said.
“These organisations are the engine room of the Australian media sector and have their finger on the pulse of the industry. Their lived experience is critical to shaping what’s to come for us in the next 12 months.”
The report will be made available to IMAA members and partners, with a broader external release planned for 2026.
Top image: Sam Buchanan