{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Horizons","title":"Horizons Q1 2026","html":"","width":"100%","height":180,"duration":2855,"description":"What do the latest audience shifts tell us about the next 12–18 months of marketing—from how 18–21s are changing their media habits, to how cultural audiences are evolving, to what AI adoption really looks like across the UK?\nIn this March 2026 edition of Horizons, we explore three major areas shaping future media and marketing decisions. First, we revisit research into 18–21-year-olds’ media behaviour, comparing fresh survey data with results from a few years ago to understand what is changing—and what those changes might mean as this group becomes tomorrow’s professionals, decision-makers and consumers. The discussion highlights the decline of more performative social spaces, the continued fall of Facebook and Instagram relevance for younger audiences, and the rise of more immersive, community-led environments such as Discord, Twitch, gaming and private or semi-private channels.\nThe session then turns to cultural and tourism audiences, drawing on several years of research into heritage, culture and domestic tourism behaviours. Rather than focusing purely on demographics, the conversation explores audience mindsets: experience-oriented visitors who want culture packaged into a broader day or evening out, younger urban adventurers driven by relevance and novelty rather than prestige, and culture seekers who increasingly value peace, immersion and mental decompression. Across all of these audiences, the same themes emerge: low loyalty, high expectations, a sharper focus on value, and a growing need for brands and venues to think beyond individual productions or exhibitions and instead build fuller, more meaningful experiences.\nFinally, the episode digs into AI adoption across the UK—not from a hype perspective, but through a survey-led look at who is actually using AI, how often, what they use it for, and how that varies by age, education, geography and lifestyle. The conversation explores the spread of AI beyond London, the stronger uptake among more educated and...","thumbnail_url":"https://img.transistorcdn.com/oDoGsUAypJ8VTfGOoCQ6ST8BZBYpahnKVY4FksmH9gU/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS85Mjky/ZWU1ZTNhZjZkNzhj/ZTcwYjM0NzM4MjJl/YzEyMC5qcGc.webp","thumbnail_width":300,"thumbnail_height":300}