2024 TV Developments Predicted by 19 Trade Execs


In 2024, the leisure and media trade is hoping to welcome a number of new TV bundles of pleasure.

For Adweek’s year-in-review TV protection, we requested 19 TV executives and advert gross sales insiders to elucidate the TV and streaming matters that can dominate 2024.

From extra bundling to a FAST rise in AI and a renewed give attention to high quality, listed below are the developments that can break by means of the TV static within the new yr:

Frances Berwick, chairman, NBCUniversal Leisure: The viewer expertise and assembly audiences the place they need to be. The give attention to content material supply fashions continues to extend and platform ecosystems like NBCUniversal will proceed to redefine how content material is consumed seamlessly throughout linear and streaming. 

Kelly Campbell, president, Peacock and DTC, NBCUniversal: Engagement will proceed to be a much-discussed metric within the streaming trade, as advertising-supported direct-to-consumer companies like ours depend on constant buyer viewership. At Peacock, our precedence is deeply understanding our viewers to make sure that we carry shoppers an expertise that brings them in at the moment, and properly into the longer term.

Sean Downey, president, Americas and international companions, Google and YouTube: I see two twin engines of change that can form the conversations in 2024—the continued evolution of client habits and the unbelievable energy of AI to ship higher experiences for viewers and advertisers.

Craig Erwich, president, Disney Tv Group: Audiences will proceed to flock to can’t-miss dwell cultural occasions on tv.

Rita Ferro, international promoting president, Disney: I feel effectiveness and the standard of the streaming expertise goes to be tremendous necessary. Effectiveness on the promoting facet as a result of you understand, with so many choices of the place prospects might spend their cash, the flexibility to essentially drive outcomes and join with the shoppers that they’re searching for in experiences which might be related and contextually enhanced with the services that they’re on and the platforms that they’re on is actually necessary.

Kathleen Finch, chairman and CEO, U.S. Networks, Warner Bros. Discovery: How one can stability content material pipelines in order that we’re not producing too many collection, or too few. The previous few years have seen an overabundance of content material, not all of it good.

Marianne Gambelli, president of promoting gross sales, advertising and model partnerships, Fox Company: The media panorama continues to evolve at a lightning-speed tempo. It feels just like the dominance of SVOD gave approach to the meteoric ascent of AVOD and CTV within the blink of an eye fixed. In 2024, the blurring of the strains between linear, digital and streaming will result in an lively interval of artistic methods of bundling and re-bundling premium video, which is able to rework the TV trade.