One of the top questions we get from Forrester’s B2C marketing clients is, “How should I restructure my marketing org?” And to be honest, that’s a loaded question, as it assumes that the org chart is the problem. (Spoiler: Most often, it’s not.) But AI is already changing how marketing gets done, who does it, […]

Microdramas — one of the fastest-growing new entertainment formats you’ve probably never heard of — are finding audiences in unexpected places. Built for feeds, powered by algorithms, and consumed in minutes, this serialized mobile-native storytelling is gaining traction … and quickly. Forrester’s newly published data overview report, Inside The Mainstreaming Of Microdramas, examines who watches […]

Built for feeds, powered by algorithms, and consumed in minutes, microdramas are finding audiences in unexpected places. This serialized format’s most engaged viewers aren’t entirely Gen Z, and its audience isn’t dominated by women. Microdramas didn’t come from Hollywood, yet Hollywood is chasing them. Driven by FOMO, major streaming services have already launched vertical video experiences of their own, laying the groundwork for future distribution of microdramas. But can streamers pull microdrama consumers away from YouTube Shorts? Unlikely. This report examines who watches microdramas, how they discover them, and why the format forces streamers into the feed.

In 2015, I wrote an op-ed for Ad Age declaring the end of social media … as it was originally framed around community building. Back then, I asserted, “Social media marketing is now advertising. It’s largely a media planning and buying exercise.” For most brands, that statement pretty much held up. What’s also not changed […]

Join “Mr. Prediction” Mike Proulx, VP, Research Director, as he leads an exciting interactive discussion with Forrester’s experts and your peers examining the status of Forrester’s 2026 predictions for customer experience.Key takeaways: See which predictions have come true or on track to come true, and the global factors triggering them. Uncover new insights into why some predictions haven’t or won’t come true in 2026 based on Forrester’s expert analysis. Prepare your team and organization for the second half of 2026 with a bonus prediction.Target audience level: all levels

The SVOD (streaming video on demand) industry is abuzz about Netflix’s engagement trends and declining viewership between first and second seasons. Why? Because it points to a bigger market question: What keeps streaming consumers engaged when their hit show isn’t on? While original programming, sports rights, and other exclusive content draw consumers to a given […]

In 2026, Forrester is debuting Total Experience Scores for 10 US streaming subscription video-on-demand (SVOD) services, revealing how well they drive growth by winning new customers and serving existing ones. While Netflix is the only provider in the leading quadrant, the SVOD industry as a whole has ground to make up on customer relationships. Many streaming customers don’t feel valued or rewarded. Why? Rising prices continue to erode cost-to-value perception. Across the streaming category, pricing and value are the biggest barriers to growth. This report helps streaming executives understand what’s driving their Total Experience Score and where to focus to improve it.

Join “Mr. Prediction” Mike Proulx, VP, Research Director, as he leads an exciting interactive discussion with Forrester’s experts and your peers examining the status of Forrester’s 2026 predictions for artificial intelligence.Key takeaways: See which predictions have come true or on track to come true, and the global factors triggering them. Uncover new insights into why some predictions haven’t or won’t come true in 2026 based on Forrester’s expert analysis. Prepare your team and organization for the second half of 2026 with a bonus prediction.Target audience level: all levels

Join “Mr. Prediction” Mike Proulx, VP, Research Director, as he leads an exciting interactive discussion with Forrester’s experts and your peers examining the status of Forrester’s 2026 predictions for B2B marketing, sales, and product.Key takeaways: See which predictions have come true or on track to come true, and the global factors triggering them. Uncover new insights into why some predictions haven’t or won’t come true in 2026 based on Forrester’s expert analysis. Prepare your team and organization for the second half of 2026 with a bonus prediction.Target audience level: all levels

This past Friday, I tuned in as the Paramount-Warner Bros. Discovery (WBD) merger moved from boardroom to courtroom. A coalition of 12 state attorneys general asked a federal judge to temporarily block the $110 billion transaction while their antitrust lawsuit proceeds, arguing that the merger shouldn’t be allowed to close before courts fully evaluate its […]