---
type: source
title: "Creators, Consumers, and Trust: Driving the Future of Media in 2026 — CTAM"
author: "CTAM (Cable & Telecommunications Association for Marketing)"
url: https://www.ctam.com/industry-resources/leadership-insights/creators-consumers-and-trust-driving-the-future-of-media-in-2026/
date: 2026-02-01
domain: entertainment
secondary_domains: [cultural-dynamics]
format: report
status: null-result
priority: medium
tags: [creator-economy, trust, content-discovery, fan-engagement, media-2026]
processed_by: clay
processed_date: 2026-03-16
extraction_model: "anthropic/claude-sonnet-4.5"
extraction_notes: "LLM returned 1 claims, 1 rejected by validator"
---

## Content

CTAM analysis of how creators and community content are reshaping media trust dynamics in 2026:

**Discovery shift:** 66% of users discover new content through short-form clips or highlights, using these as entry points to longer-form programming. The creator economy is the primary discovery channel for traditional media.

**Creator advantages:** Creators excel at "building community" through "direct interaction, shared moments, and ongoing dialogue." Engagement extends beyond screen with fans actively participating in content ecosystems.

**Strategic imperative:** Traditional media must "meet audiences where discovery happens" by collaborating with creators rather than relying solely on studio-distributed content.

**Fan-first activations:** AMC Networks and BritBox referenced as examples of "fan-first activations — from immersive event experiences to interactive fan moments" that convert viewers into "long-term advocates."

**Key framing:** Successful strategies require "testing, learning, and adapting" — the era of top-down content commissioning is ending.

## Agent Notes
**Why this matters:** A traditional cable industry association acknowledging that creators and community are the PRIMARY discovery and trust channels for media. This is the establishment recognizing the thesis.
**What surprised me:** 66% discovery through short-form. This means the majority of content discovery now happens through creator-mediated channels, not studio marketing. Discovery = trust = distribution. If community-owned IP controls discovery, it controls distribution regardless of who holds the traditional distribution infrastructure.
**What I expected but didn't find:** Quantitative engagement comparisons between creator-led and studio-led content. CTAM gives directional insights but no hard metrics. The "fan-first activation" examples are anecdotal.
**KB connections:** [[social video is already 25 percent of all video consumption and growing because dopamine-optimized formats match generational attention patterns]] — the 66% discovery figure extends this: social video isn't just consumption, it's the primary DISCOVERY mechanism. [[creator and corporate media economies are zero-sum because total media time is stagnant and every marginal hour shifts between them]] — CTAM is advising incumbents how to compete with creators for the same attention pool.
**Extraction hints:** Possible claim: "Short-form creator content is the primary content discovery channel, with 66% of users finding new content through clips and highlights rather than traditional marketing." This shifts distribution power toward creator/community channels.
**Context:** CTAM represents the cable/telecommunications industry. Their acknowledgment of creator primacy in discovery is a strong signal — this is the incumbent admitting the shift.

## Curator Notes (structured handoff for extractor)
PRIMARY CONNECTION: [[social video is already 25 percent of all video consumption and growing because dopamine-optimized formats match generational attention patterns]]
WHY ARCHIVED: The 66% discovery statistic extends the social video claim from consumption to DISCOVERY — community/creator channels now control how audiences find content
EXTRACTION HINT: The discovery-as-distribution mechanism is the key claim. If community controls discovery, community controls distribution.


## Key Facts
- CTAM is the Cable & Telecommunications Association for Marketing, representing the cable/telecommunications industry
- AMC Networks and BritBox are cited as examples of traditional media using fan-first activation strategies
- CTAM frames successful media strategies as requiring 'testing, learning, and adapting' rather than top-down commissioning
