Popularity indexes – IFOP opinion barometer – October 2025
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Media & Entertainment
Our playground
We reveal audience expectations to guide media and entertainment stakeholders in their editorial, cultural and strategic choices.
Hot topics
01
Fragmented attention, erratic wandering
Shorts, infinite scrolling, generative AI… The information journey is becoming fragmented, and the search rationale is facing upheaval. Attention is captured instantly, but loyalty is built differently. Media and platforms need to rethink their relationship with the user, beyond how information is presented.
02
Creators: the audience becomes an ecosystem
Streamers, youtubers, influencers… Creators are activating loyal communities and structuring powerful editorial ecosystems. They are becoming strategic partners for brands, shaking up traditional purchase pathways.
03
AI: creation, recommendation, search
Generative AI is transforming not only content creation, but also the way information is searched for, recommended and personalized. It is reshuffling the deck in terms of editorial visibility and brand loyalty. In order to juggle opportunity and legitimacy, stakeholders need to position themselves quickly.
04
Immersion, the entertainment standard
Video games, XR, interactive concerts… Audiences expect immersive, participative experiences. Entertainment is becoming interaction, performance-based and multi-screen. A fertile field of innovation for creating new concepts and reconfiguring the relationship with content.
05
Retail media: the new essence of advertising
Retail media is transforming points of sale into advertising exhibition spaces. In entertainment, too, every interface becomes a medium: kiosks, platforms, apps, catalogs. Brands need to articulate branding, content and conversion with an omnichannel rationale.
Isabelle Trévilly
With over 20 years’ experience working with public and private players, she supports the media ecosystem in a context of profound changes linked to digital and Artificial Intelligence: globalization of content, increased competition, fragmentation of offerings and new uses. She helps brands stand out from the crowd, create value and seize development opportunities. For more than 8 years, she has been the spokeswoman for the Media Trend Report, a benchmark study conducted among peers, providing a unique insight into the sector’s evolutions and prospects.
Testimonials
What our customers say about us!
In 4 years, society has continued to evolve, and the behavior of consumers, walkers and citizens has changed… The dizzying evolution of technologies, propelled by AI, is changing the way everyone looks at their habits, at what surrounds them.
Olivier Garosi
President of Club Digital Media and COO of Madic Digital
We need to integrate accessibility and energy efficiency into our e-commerce activities.
Isabelle Novara
Director of Ecommerce & Customer Experience at Manutan
The French expect the media to provide simple, educational and lucid content on environmental issues.
Christelle Leroy,
CSR Director TF1 Group
We are witnessing a historic turning point in our relationship with cinemas
François Ayme
Chairman, AFCAE
This barometer reflects our determination to adapt to the increasing number of campaigns by brands that display commitments
Annabelle Guilly
Research Director, M6 Publicité
The digital transformation of companies…towards a phygital world
Julien Lever and David Gautron
Phygital Employee Experience Managing Partner and Director
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