Podcast Predictions for Media Trends in 2024
On July 8, 2023, the "Behind the Numbers Daily" podcast from EMARKETER featured analysts discussing various media predictions anticipated to take effect by the end of 2024.
Key Participants:
- Marcus Johnson: Host
- Yory Wurmser: Principal Analyst
- Paul Verna: Vice President of Content
Key Predictions:
1. Apple’s AI Integration Will Disrupt the App Ecosystem
Yory Wurmser predicted that Apple's new AI offering, Apple Intelligence, set to be released with iOS 18 in September 2024, will significantly impact the app ecosystem. The AI is expected to help users navigate Apple devices more efficiently and could lead to certain app categories becoming dominant while making app discovery more challenging.
2. Increase in Media Bundling
Paul Verna forecasted a rise in media service bundling among streaming services and network groups. Various forms of bundling, including intra-company bundles like Disney's offerings, cross-industry collaborations, and traditional and digital media partnerships, are expected to become more prevalent. This trend is driven by the need for increased scale, with the industry moving toward the view that a successful streaming service needs around 200 million subscribers to be sustainable.
3. Enhanced Focus on In-Game Advertising
Yory Wurmser also projected that more brand dollars would flow into gaming, particularly through platforms like Roblox that have successfully integrated advertising. This move is anticipated to encourage other game developers to create own ad platforms tailored for brand advertisers, introducing standard ad formats and better tracking tools.
4. Apple TV+ Ad Tier Introduction
Paul Verna’s second prediction was that Apple TV+ will introduce an ad-supported tier, aligning with the broader industry trend. Despite Apple’s longstanding consumer-centric approach that has avoided ads, competitive pressures and financial imperatives are poised to drive this change.
Conclusion:
The predictions highlighted in the podcast suggest significant shifts in the media and technology landscape, including the impact of AI on app usage, the strategic bundling of media services, an anticipated increase in in-game advertising, and the introduction of ad tiers by major streaming platforms like Apple TV+. These changes reflect broader trends related to technological integration, consumer preferences, and market competition.