Big Media growth engines have hit their limit. As ownership structures shift, regulators increase scrutiny, and AI changes how audiences discover products, legacy business models no longer cut it. In 2027, streamers will chase scale through free tiers, answer engines and AI glasses will open new advertising frontiers, and marketers will rethink everything from sponsorships to media measurement. Buckle up, marketers: 2027 will be the year media redraws its growth map around new forms of discovery, distribution, and monetization. This report details Forrester’s predictions for media and advertising in 2027.