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Our Media Predictions for 2024

At the beginning of the year, a team of essentials from across EssenceMediacom UK got together to share their predictions for the year ahead.

Here we share their 8 predictions from you YouTube will challenge Netflix for our attention to the role Generative AI will play in marketing and how TikTok could influence the UK general election.

Prediction 1

This year YouTube will leapfrog Netflix on the big screen at home

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Robyn Sumners discusses why she thinks YouTube will beat Netflix for our connected TV attention in 2024.

YouTube vs Netflix

Prediction 2

The New York Times will win its case against OpenAI

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Geoff de Burca discusses the role AI will play in how we consume news and the importance of trust for both people and brands.

AI vs the News

Prediction 3

Twitter (X) will censor Elon to save itself

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Richard Kirk explores what the social media platform X needs to do reinvent itself in 2024, and why Elon Musk will play a massive part in its success or failure.

Reinventing the platform formerly known as Twitter

Prediction 4

Digital goes from the most to least consistently measurable form of media due to the decline of third-party cookies

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Discover why Oliver Betts thinks digital will go from the most to least consistently measurable form of media due to the decline of third-party cookies.

The cookie crumbles for digital advertising measurability

Prediction 5

A UK retail media trade body is established, but will exclude Amazon

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Find out why Claudia Ziegenbein believes 2024 will be the year of ‘retail media collaboration’ and why it will help UK retailers lead in the digital advertising arena.

Establishing a UK retail media trade body

Prediction 6

In 2024, AI will help marketers save millions from streamlined production processes, allowing them to invest more in distribution

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Tom Curtis explores how Adland is coming to terms with the creative upheaval of AI and how it will streamline advertising production processes.

AI and streamlining advertising production

Prediction 7

The 2024 General election will become known as the TikTok election

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Matt Delaney explores why influencers will have a major impact on the 2024 UK General Election.

TikTok and the UK General Election

Prediction 8

In 2024 we will see the biggest year for advertiser-funded programming ever

Remote control pointing at TV screen.

The softening of the TV ad market and the knock-on effect on programme commissioning means rethinking the role of AFP is more crucial than ever.

Can brands deliver cultural impact and great TV at the same time?