Research
The BCMA sets industry standards for the research of branded content and influencer marketing.
The State of Branded Content & Entertainment 2026
The branded content and entertainment industry is being reshaped by the convergence of brands, creators,
technology and intellectual property.
As audiences increasingly engage with content across fragmented digital platforms, organisations continue to shift from buying attention to building audiences, communities and owned content assets.
Driven by the growth of the creator economy and advances in artificial intelligence, brands are evolving from advertisers into content partners, producers and investors.
This report examines the forces transforming the industry and highlights the key opportunities that will define the next eighteen months.
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Branded Content Governance Project
We are a key Industry Partner for the
Branded Content Governance Project.
This groundbreaking three-year international research project examines the regulation, policies, practices and communications surrounding brand funded content across 32 countries.
This includes sponsored content, native advertising and influencer marketing.
The Key Findings are available to download by completing the form below.
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Academic Study: Defining Branded Content For The Digital Age
With little academic work undertaken in branded content, we felt it was critical for the BCMA to lead the industry in order to develop a clearer understanding of this important marketing concept and define branded content for the digital age.
We realise that defining branded content is a real challenge and continues to be a topic ofmuch discussion and debate around the globe. We believe it is crucial to continueour important work in this area for the benefit of our members and brandedcontent practitioners alike.
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What Influencers Really Want
Influencer marketing has rapidly developed from activities that were almost imposed on companies by unexpected market conditions, driven by two key factors:
- Widespread diffusion of social media platforms and their ubiquity due to the acceleration in mobile device technology.
- Birth of personalities/celebrities able to attract substantial audiences by exploiting the full potential of these new platforms.
This exclusive BCMA report in partnership with Whalar, surveyed 250 Influencers/Content Creators to understand the main challenges faced and what changes they'd like to see across the industry.
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