Where is TV headed in 2024?

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The Future. 30 years ago, Bruce Springsteen wrote the song “57 Channels (And Nothin’ On).” Today, there are just as many great TV shows, but viewers have no idea where to find them. As we enter 2024, we could see an improvement in the quality of streaming as TV execs meet audiences where they want to be and harness the power of AI to deliver better experiences.

The consumer is king
Adweek asked TV insiders to predict the trends that’ll break through the noise in 2024.

  • Engagement will continue to be a much-discussed metric, as ad-supported DTC brands rely on consistent viewership for profitability.
  • Balancing content pipelines will ensure that streamers aren’t producing too many (or too few) shows.
  • The lines between linear, digital, and streaming will blur, leading to new ways of bundling premium video.
  • Can’t-miss live cultural events (like the 2024 Olympics in Paris) will draw huge audiences.
  • AI will improve personalized ad experiences and tie those back to ad performance data on CTV.
  • Shoppable TV will expand as consumers become more comfortable buying products directly from social, mobile, and display ads. 
  • The 2024 local and national elections will drive increased ad spending by political campaigns and a shift in audience behavior toward political news.

So many screens, so little time
All in all, things should become a lot easier for viewers across content discovery and consumption in 2024.

Kait Cunniff

Kait is a Chicago-raised, LA-based writer and NYU film grad. She created an anthology TV series for Refinery29 and worked as a development executive for John Wells Productions, Jon M. Chu, and Paramount Pictures. Her favorite color is orange.


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