Why Media Capital is Essential in the Era of Streaming and AI
As linear TV declines and streaming reshapes viewer habits, media companies, advertisers, and investors must navigate a new landscape - here’s how media capital can drive sustainable growth, according to Mary Ann Halford, Founder and Managing Principal at Halford Media Advisory and Strategic Media Advisor at mediaforgrowth.
The shifting media landscape
The media and advertising industry in 2025 is in a state of accelerated change. Linear television continues to decline while viewers opt for streaming content. Sports content, a cornerstone of traditional TV, remains a cornerstone of viewer attraction for linear broadcasters; yet streamers, like Netflix and Prime, are active pursuers of sports rights. Intensified competition for sports rights will yield benefits for the leagues, while sports fans will experience increasing fragmentation of where they can find the games they want to watch. Meanwhile, artificial intelligence (AI) is reshaping media buying, ad creation, and targeting, making advertising more efficient and accessible to a wider range of businesses.
New approaches to TV and video ad trading
While linear TV still commands a large share of premium video advertising, its dominance is eroding. Advertisers are shifting budgets toward streaming and digital-first platforms, forcing major broadcasters to rethink their trading models. Media giants are consolidating ad sales, creating new digital marketplaces, and investing in cross-platform measurement solutions to stay competitive. The recent launch of Universal Ads is an example of this strategy.
Survival strategies for traditional media
To prosper in this new era, traditional media companies must find ways to continue to generate income for as long as possible from declining assets while simultaneously investing in long-term digital strategies. Unfortunately, the revenues generated from streaming will not replace the revenues they enjoyed from the pay TV ecosystem, including affiliate fees and advertising. Survival strategies include bundling pay TVnetworks for potential divestitures, a renewed focus on live events and sports programming, and driving profitability for their streaming initiatives. Exploring alternative revenue streams will be imperative to restore growth.
Media capital as a game-changer
Media capital - or media-for-equity investment - can present a compelling revenue opportunity. Many media companies struggle with unsold inventory across TV, digital, print, radio and out-of-home channels. Instead of letting these assets go to waste, media capital enables them to invest their inventory in emerging, high-growth brands in exchange for an interest in the brands. The approach developed by mediaforgrowth allows media owners to diversify revenue, build long-term advertiser relationships, and gain exposure to emerging consumer brands that could become major spenders in the future.
The road to adoption
Despite its advantages, media capital adoption has been uneven. While some media companies are actively integrating it into their investment strategies, others remain hesitant due to internal complexities, regulatory concerns, or the challenge of proving long-term returns. However, with consumer brands facing tougher fundraising conditions and looking for more efficient ways to scale, media-for-equity models are becoming an increasingly attractive solution.
A new era for media investment
As the media and advertising landscape continues to evolve, media capital will play a crucial role in reshaping investment strategies. This report explores the state of media capital today, offering insights into how media owners, advertisers, and investors can leverage this model to drive sustainable growth in a rapidly changing industry.
About Mary Ann Halford:
Mary Ann Halford is an internationally recognized media and entertainment operator, advisor, entrepreneur and board director. Her roots are in the international television production and distribution business, having held business development roles at independents and building the Fox International Channels Group from the Fox Latin American Channels Group.
She has also advised many of the world’s leading media and entertainment companies, broadcasters and private equity investors investing in the industry through her positions at FTI Consulting and Altman Solon and as an independent advisor. In addition, Mary Ann is known for her expansive global network of media and entertainment executives, sports professionals, entrepreneurs and investors. She is a frequent moderator and panelist at global industry events. Mary Ann has also been an entrepreneur, having been a Co-Founder of North American Midway Entertainment and an initial advisor to Saavn, the South Asian Streaming Service, which is now owned by Jio.
Mary Ann is a graduate of Georgetown University and Harvard Business School. Currently she is on the Board of Trustees for Georgetown’s George F. Baker Scholarship Fund and an advisor to the Georgetown Entertainment Media Alliance NY Chapter.
