Tis’ the season of predictions – and leading digital first company Little Dot Studios has just revealed its own forecasts for the coming year. Founded as a bridge between the worlds of TV and digital, the All3Media-owned business has built up an enviable client base of studios, distributors, sports federations, brands and rights holders. Here are nine key areas where this plugged in company expects to see some action in 2025.
[The following are edited versions of the LDS predictions, for further insights go here]
YouTube Turns Further Toward the OTT Model: As the demand for streaming content continues to grow, YouTube is positioning itself to become a major player in the over-the-top (OTT) space. YouTube is evolving from being just a video-sharing platform into a full-fledged streaming service—one that could rival traditional TV. As YouTube continues to lean into super long-form video content, this shift will likely drive an even greater amount of viewing from connected TVs (CTVs).
Absurdist and Unhinged Content: Absurdist content – aka brainrot – is quickly becoming one of the most talked-about trends for 2025. Born from the unique humour of Gen Z, this trend is all about embracing chaos, randomness, and the unexpected. It’s playful, it’s wild, and it’s often a bit nonsensical, but it resonates deeply with digital audiences. In 2025, brands that lean into this absurdist culture will have a unique opportunity to connect with younger viewers who crave authenticity and relatability.
Generative AI Continues to Grow, and Video is Next: GenAI is no longer just a buzzword—it’s rapidly becoming a game-changer in the world of content creation. People are using tools like ChatGPT to generate huge amounts of text and imagery, and AI technology for generating high-quality video content is improving at a rapid pace. In 2025, AI-generated videos will be everywhere. As Michael Deller, Insight Manager at Little Dot Studios puts it, “The technology is coming on leaps and bounds, and access to it is easier than ever. I think it will be interesting to see how this is used.”
The End of TikTok? If TikTok is banned in major markets like the US, the competition for short-form video supremacy will intensify. For example, YouTube Shorts grew from 225.5 million to 1.05 billion monthly active users between 2020 and January 2024. But a TikTok ban could accelerate their growth even further. Similarly, Instagram Reels, which has steadily improved its capabilities, could see an influx of creators seeking a new home for their short-form content. As these platforms evolve to better serve creators who have made TikTok their home, LDS expects that the boundaries of short-form content will be pushed even further on platforms that have traditionally veered towards a more produced and polished approach to short-form video.
Where Social Meets Shopping: The E-Commerce Revolution: Social commerce is on a fast track to becoming one of the dominant trends in 2025. With platforms like TikTok, Instagram, and Facebook continuing to evolve into fully integrated e-commerce hubs, the line between social interaction and shopping will blur even further. Consumers will no longer have to jump between apps to make a purchase—they’ll be able to shop directly within their social feeds, all while enjoying an engaging, interactive experience. For example, Instagram’s checkout feature has been evolving, allowing users to purchase directly through posts and Stories.
The Ongoing Evolution of Live Video and Streaming Platforms: Live video is set to be a huge focus in 2025, says LDS, with interactive live streams taking centre stage as a key way for brands to engage with their audiences in real-time. Whether it’s Twitch, YouTube Live, or Instagram Live, platforms are going to offer even more sophisticated tools to help brands connect with viewers in a more dynamic, meaningful way. In 2024, Little Dot Sport worked with the England and Wales Cricket Board (ECB) on The Hundred Draft’s first digital-first show. The live stream gained 150k viewers (up 8% on the previous year) and 12.7m campaign views across all platforms.
Beyond Generation: AI Will Be Used Throughout the Content Workflow: As AI continues to make strides in content creation, its role won’t just be limited to speeding up the production process. By 2025, AI will be integrated throughout the entire content workflow, enhancing everything from creation to analysis and optimisation. “I believe there will be a continuation of incorporating AI tools into content creation and analysis workflow,” says Petten Veevo, reporting and visualisation analyst at Little Dot Studios. “For example, using something like Sora for creating clips, but also tools that help summarise audience reactions, which in turn will affect new content being created.”
Creative Optimisation: Data Meets Real-Time Decisions: Data-driven decision-making is set to take centre stage in content creation this year. Brands will no longer be guessing what works—they’ll be using real-time analytics to optimise content on the fly. Platforms will offer more detailed insights into how people are interacting with content, allowing brands to make instant tweaks to everything from captions and music to visuals, all with the goal of boosting engagement. Gone are the days of waiting for post-campaign results. In 2025, A/B testing will become a continuous process, enabling brands to rapidly adjust their content based on real-time audience behaviour.
The Rise of Video Podcasts Is Just Getting Started: Podcasts have already become a go-to for content consumption, but in 2025, video podcasts will take the spotlight as the next big thing. While traditional audio podcasts will continue to thrive, video podcasts will create a whole new layer of engagement. Platforms like YouTube, TikTok, and Instagram are jumping on the bandwagon, offering more ways for creators to showcase their podcasts visually as well as audibly.
