Forrester's principal media report: It's here to stay, so wise up on how to use it
Principal media is here to stay and requires transparency to balance marketer cost relief, agency margin, and publisher revenue amid rising media costs.
Soapy micro dramas face a reckoning in 2026 after capturing Hollywood's attention
Micro dramas (verticals) surged in 2025, generating significant viewer-paid revenue and non-union jobs while facing criticism, high marketing costs, and uncertain sustainability.