The past two years were largely boom time for media companies because of captive at-home audiences.
And global consultancy Forrester says an unstable 2023 is sure to disrupt almost every platform, publisher and partner.
As the shackles of the pandemic continue to loosen, consumers are rebalancing how and where they spend their time, says Forrester in its 2023 forecast for the media sector.
"Industry Goliaths like Netflix and Meta are showing vulnerability, while CMOs face mounting pressure to prove the ROI of every line item in their media plans.
"Forrester foresees a year of consolidation ahead for the media industry as marketing executives prioritise precision at scale."
The 2023 outlook:
- Streaming services will win live sports and crush cable.
- Streaming will consolidate as Disney will own Hulu and Viacom platforms will merge.
- Retailers like Walmart will rival walled gardens.
- Amazon will face regulatory scrutiny as it transforms into a first-party data company.
- P&G will yield to ad carbon pressure, while Amazon will stay focused on shipping.
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