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We're heading towards a global media revolution.
It’s hard to express how profound this change will be in just a few words.
Perhaps a good reference point is the global housing crisis of 2008, dramatised in the film The Big Short.
Hedge fund manager Dr Michael Burry, founder of Scion Capital, was among the first to predict the housing market's collapse. People thought he was insane, a ludicrous prediction that would never happen, and that it was impossible, but the data said differently.
While the meteoric shift in media will not happen as quickly as the housing crisis, nor will it have such a herculean impact on the global economy, it will be monumental for those within the industry, both brand and agency.
It’s funny. Writing this on a page seems futile. The impending global collapse of media conglomerates and agencies is fast approaching.
Jobs will be lost, companies will go bust, and historic brands will fade into history.
I hope those reading this take action, not explicitly with HYDP, my company, but with your internal teams, partners, and senior leaders.
Failure to act could be catastrophic.
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It’s already happening!
Anchor Exits and Pharma Ad Restrictions Are Toppling Old-Guard Media
At the end of 2024, we saw BIG indications that the short is on its way.
RFK Jrs targeting pharmaceutical advertising, coupled with a stream of high-profile exits from legacy anchors like Alisyn Camerota, Hoda Kotb, Chris Wallace, and Poppy Harlow—suggest that the industry’s long-awaited tipping point may be closer than anyone dared to imagine.
The All-Ages Appeal: It’s Not Just for the Kids
If you think content creators are only for the young and hip, then think again.
While it’s true that Gen Z and Millennials are the driving force, older generations are fast becoming creator superfans!
Nearly 60% of adults aged 50-64 and almost half of those over 65 are-
-regulars on YouTube (Influencer Marketing Hub).
Baby Boomers and Generation X are the fastest-growing demographics on YouTube.
55-and-up crowd account for 17.8 percent of YouTube viewers – that’s like 445 million people (datareportal).
These aren’t just curious onlookers—they’re active participants in the content creator revolution.
In our survey, 39.66% of people over 40 turned to social media platforms when they had 30 minutes to watch content, citing “Quicker to find what I want” and “Watching more content” as key drivers in this decision-making.
