- Artificial Intelligence: Disruption Begins with Voiceovers. AI’s impact in 2025 is beginning with “lower-hanging fruit,” particularly in voiceover work. AI-generated voices are becoming more sophisticated and widely used in ads, animations, and even audiobooks, where digital voice duplication is cheaper and faster than hiring human talent. However, this shift has sparked the first wave of legal battles, as actors and voice artists push back against unauthorized use of their voices or likenesses. As AI continues to evolve, more legal and ethical debates are expected to arise in areas like copyright, royalties, and consent, potentially setting the stage for broader regulations and definitive court rulings.
- Continued Rise of the Creator Economy. The creator economy shows no signs of slowing down as digital ad spend on platforms like YouTube, Instagram, and TikTok continues to grow. Short-form content is now a staple for engaging modern audiences, and creators are transforming from hobbyists to full-fledged entrepreneurs. With platforms such as Patreon, Twitch, TikTok Shop, and YouTube offering direct monetization options, creators can cultivate sustainable revenue streams and develop their own brands. This creator-driven model, which supports everything from product sponsorships to virtual experiences, is reshaping how audiences consume content and how brands allocate their advertising dollars.
- Podcasts: High Viewership, Low Conversion Rates. Podcasting looks set to remain a popular medium in 2025, with listenership continuing to climb. However, while more people are tuning in, advertisers are seeing a decrease in conversion rates, impacting podcast revenue growth. In response, podcast producers are exploring new monetization strategies. Options include subscription models, exclusive content, live shows, branded podcasts, and partnerships with other media companies to maintain profitability. As podcasts evolve beyond traditional ad models, listeners may see an increase in paywalled content, interactive episodes, or co-branded series as the industry searches for sustainable revenue paths.
- Foreign Productions: Growth Beyond the Korean Wave. The global success of South Korean content, known as “The Korean Wave,” has set the stage for a more diverse range of foreign productions to gain traction in 2025. As tax incentives wane and expenses increase for domestic productions, studios and streaming platforms are increasingly investing in international projects. Whether greenlighting foreign productions or licensing existing international properties, this trend is introducing global audiences to fresh perspectives and diverse narratives, expanding cultural exchange and making international storytelling an integral part of the global entertainment landscape.
- Music Industry Shifts Beyond Viral Metrics. In the music industry, 2025 marks a shift away from prioritizing virality and digital trends as the primary criteria for signing new talent. While platforms like TikTok remain essential for promotion, record labels are placing renewed emphasis on musicality, artistry, and long-term potential over short-lived internet fame. This pivot acknowledges that while viral moments can be valuable, sustainable success often depends on talent and artistry. As a result, labels are exploring new ways to discover and develop artists beyond social media metrics, bringing a fresh focus to traditional music talent scouting while balancing it with digital influence.
About Greenberg Traurig’s Entertainment & Media Practice: With offices situated in the centers of the entertainment industry, Greenberg Traurig has established an experienced, international multidisciplinary entertainment and media practice. The Greenberg Traurig Entertainment & Media Practice focuses on the music, motion picture, television, live stage, internet, digital media, publishing, sports, theatre, and cable industries. The team has access to key players in the entertainment and media sectors and provides clients with timely, business-oriented, and dedicated legal counsel essential for thriving in today’s dynamic, multimedia entertainment marketplace. Our entertainment and media attorneys have been consistently recognized as Billboard “Top Music Lawyers” and “Country Power Players,” The Hollywood Reporter “Power Lawyers: Top 100 Most Influential Entertainment Lawyers in America,” and a Law360 “Practice Group of the Year”; in the Variety “Dealmakers Impact Report,” “Legal Impact Report,” and “Variety 500,” Chambers USA Guide, The Legal 500, Super Lawyers, and The Best Lawyers in America.