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

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

Prediction 2

The New York Times will win its case against OpenAI

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

Prediction 3

Twitter (X) will censor Elon to save itself

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.

Prediction 4

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

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.

Prediction 5

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

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.

Prediction 6

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

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

Prediction 7

The 2024 General election will become known as the TikTok election

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

Prediction 8

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

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.