IGNITION ZEITGEIST

Ignition Zeitgeist is a handy resource for staying ahead of the cultural curve, covering the latest trends in entertainment, tech and marketing. Delivered straight to your inbox, Ignition Zeitgeist is designed for everyone who wants to stay informed, but only has time for the headlines. Whether it's the latest industry flash-in-the-pan, intriguing augurs of genuine cultural and societal change or the latest ephemeral viral sensation... Ignition Creative has you covered.

February 05, 2026

Trending 1: Oscars move to YouTube

The what… Beginning in 2029, the Oscars will shift from traditional broadcast television to streaming, leaving ABC for YouTube in a move that marks a turning point for the entertainment industry. The Academy of Motion Picture Arts and Sciences announced Wednesday that it has reached a multi-year agreement granting YouTube exclusive worldwide rights to the ceremony. The deal extends through to 2033.

Trending 2: UK considering social media ban for under 16s

The what… UK government ministers have opened a consultation on a potential ban preventing under-16s from accessing social media, as part of broader efforts to limit mobile phone use among young people. The technology secretary, Liz Kendall, announced the move, with the government facing growing calls to impose tougher restrictions on social media use by younger teenagers.

Trending 3: Golden Globes embrace commerciality

The what… Over the last few years, the Golden Globes has made a concerted effort to improve its reputation. Once somewhat infamous for a small voting body easily influenced by star power, a setup that culminated in a controversy over its membership in 2021 that led to a temporary suspension of the telecast. Five years later, the Globes are under new ownership. But even as the Globes has worked to clean up its act, the awards show also tried to expand its reach and profitability in often clumsy and confusing ways. Would 2026 be any better?

Trending 4: CES increases entertainment focus

The what… For decades, the entertainment industry has kept a close eye on CES, tracking the sprawling Las Vegas technology gathering and making periodic trips to attend. This year, the Consumer Technology Association lent further into entertainment. CES launched a new partnership with the Cannes Marché du Film and also featured a heightened presence from Netflix alongside familiar participants such as Disney, Amazon, and NBCUniversal.

Trending 5: Paramount vs Netflix for WBD

The what… On 12 January, Paramount filed a lawsuit against Warner Bros., escalating the dispute and seeking a court order that would compel the company’s board to disclose its internal decision-making. Paramount is betting that exposing this information will strengthen its case. Ellison also said he plans to launch a proxy fight if Warner Bros. continues to refuse to engage.

Trending 6: Lego Smart Brick announcement

The what… Lego has revealed Smart Bricks—technology-enhanced versions of its iconic building blocks—designed to animate sets with sound, lighting, and motion-responsive features. The launch has sparked divided opinions among play specialists, some of whom warn that the innovation could dilute what makes Lego unique for children in an increasingly digital age. Unveiled at the Consumer Electronics Show (CES) 2026 in Las Vegas, the Danish company’s Smart Play system integrates electronic elements directly into its traditional plastic bricks.

Play Unstoppable... A history of innovation

Trending 7: MTV announces changes

The what… MTV has brought an iconic chapter of music television to an end. The network has officially discontinued its last remaining 24-hour music channels, reflecting a broader shift in audience habits toward streaming platforms. Or have they?

Yesterday Once More... MTV Rewind

Trending 8: The BBC to make shows for YouTube

The what… The BBC has revealed plans to create bespoke content for YouTube, marking a significant moment for British television as the public broadcaster partners with the world’s largest video platform. While the corporation has long shared clips and trailers from its programmes on YouTube, the new agreement will see it produce original content specifically for the platform.

Monitoring… news to keep an eye on

Monitoring 1: Entertainment / Video Game Crossovers

The what… With 40+ video game based movies currently in development and a string of recent success stories to prove the model, we’re excited to see our two favourite sectors collide and are eagerly watching to see if these crossovers can continue to realise their potential. In this section we also cover video games based on entertainment IP.

Monitoring 2: AI Marketing

The what… Where to start… AI is already having a tangible influence on the entertainment and creative sectors, with the potential for greater impact yet to come. Ignition Zeitgeist will tease out the latest meaningful developments and noteworthy uses.

Monitoring 3: TikTok

The what… It’s been hard to escape the existential drama concerning the future of TikTok in the US. With an array of high profile suitors waiting in the wings and a change of administration, it feels like there are lots of twists and turns to come.

Insight Of The Month #1

An increasing number of regions are exploring stricter age limits for access to social media, aiming to reduce children’s exposure to potentially harmful content and online interactions.

According to an Ipsos survey of more than 23,000 adults in 30 countries, average global support for banning social media use among children under 14 has reached 71%, with most regions seeing a notable rise in support compared with the previous year. (Source: SocialMediaToday / IPSOS / Statista)

Insight Of The Month #2

Despite being widely labelled “the worst year ever” at the time, 2016 is enjoying something of a revival. GWI examined the phenomenon in detail last year as it began to resurface, but what are the major changes that have shaped consumers’ lives since then?
Taking a broader view reveals just how deeply embedded digital technology has become. We have shifted from a PC-first to a smartphone-first world, with second-screen viewing now close to universal. Smartwatches and smart TVs have entered the mainstream, while the past decade has been far less favourable for cinemas, search advertising and the alcohol industry. (Source: GWI)

Don’t Believe Everything You See On The Internet…

According to industry experts, collectors are increasingly using documents generated by artificial intelligence to “verify” the authenticity and ownership of artworks when seeking valuations or submitting insurance claims.

Olivia Eccleston, a fine art insurance broker at Marsh, said chatbots and large language models are enabling fraudsters to produce highly convincing fake sales invoices, valuations, provenance records and certificates of authenticity. Learn more here.

Ads We DON’T Love

Hanging Out With Ant and Dec

In a slight change to our regular ‘Ads We Love’ feature, this month we highlight an ad which caught the public’s attention for all the wrong reasons.

Ant and Dec have issued an apology after promoting their new podcast with a video that drew criticism for featuring imagery some viewers found insensitive and potentially distressing to those experiencing mental health difficulties.

Social media users highlighted the opening scene of the clip, which shows a pair of feet hanging above the ground, saying it resembled suicide-related imagery and could be triggering.

In a statement, the presenters said: “We never intended to cause offence with this promotional video and apologise to anyone who was upset by it.” Read more here.