Current Media Trends in Creative Industries

O. Oblasova, V. Rivlina

Abstract


The purpose of the study is to identify and analyze the key media trends employed in the creative industries at the current stage of societal development.

Research methodology. The following methods were applied: the analytical-synthetic method – to process scholarly sources in order to identify the key trends in the development of creative industries during 2025–2026; causal analysis – to determine the impact of digital technologies and artificial intelligence on the transformation of consumer content in the creative industries; systems analysis – to examine the interrelations between digitalization, technologies, transmedia, digital minimalism, and hyperpersonalization as components of a unified media communication environment; content analysis – to study contemporary scholarly research in the specified field, as well as media materials and digital content in order to identify dominant media trends in the information environment; and theoretical generalization – to formulate final conclusions regarding the characteristics of current media trends in the field of creative industries and their practical significance for journalism, advertising, social media, and information activities in general.

Results. Media trends in the contemporary creative industry are directly related to intensified digitalization, adaptation to artificial intelligence technologies, and the pursuit of meaningful and comfortable interaction with content. As of the beginning of 2026, the key media trends include artificial intelligence (algorithms and generative models actively participate in content creation), transmedia (transmedia narratives explore alternative ways of storytelling; story fragmentation aimed at reaching diverse audiences ensures a broader spectrum of communication, enabling connections among various audiences), digital minimalism (the implementation of digital minimalism strategies optimizes communication and promotes longer-lasting, authentic, and reliable connections. By reducing information noise and prioritizing message quality, more authentic and sustainable relationships are built), and hyperpersonalization (implemented through artificial intelligence and machine learning).

Novelty. The study examines the media trends relevant as of the beginning of 2026 in the creative industries; it summarizes and analyzes the features of generative artificial intelligence technologies, transmedia narratives, digital minimalism, and hyperpersonalization through the prism of the development specifics of leading media trends in the creative industries.

Practical significance. The research results may be used in the teaching of courses on visual communication and social media within the specialties of «Journalism», «Advertising and Public Relations», and «Information Activities», as well as by media practitioners studying contemporary media trends in the creative industries.

Key words: media trends, creative industries, digitalization, artificial intelligence, transmedia, digital minimalism, hyperpersonalization.


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DOI: http://dx.doi.org/10.32840/cpu2219-8741/2026.2(66).12

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