2024 Media trends to watch

A contest between traditional and platform media across regulatory, AI, and commercial spheres in 2024.

David Kennedy · Venture Insights2 February 2024Period: Q1 20244 min read

2020-21→

Period of significant production cost inflation cited as a risk for new content rules

2024→

Year identified as a commercial and policy hotspot for generative AI in media

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Abstract

This report analyses the critical intersection of traditional media and global platforms in 2024, focusing on the Australian and New Zealand markets. It identifies three primary drivers of change: the implementation of prominence rules for free-to-air television, the commercial and ethical challenges posed by generative AI, and the intensifying competition in the video advertising market. The brief highlights how regulatory shifts and technological advancements in AI will force a renegotiation of value between content creators and technology providers.

Key Takeaways

Prominence rules for FTA TV will be the primary symbol of the regulatory battle between domestic media and global platforms in 2024.
New Australian content rules for SVOD operators are being introduced despite arguments that they are superfluous due to existing production growth.
Generative AI creates a dual challenge: the need for commercial compensation for content use and the rising threat of misinformation during global elections.

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Frequently Asked Questions

The implementation of prominence rules for free-to-air television serves as the primary regulatory friction point in 2024. This mandate forces a renegotiation of value between domestic content creators and global platform providers, with policy debates expected to extend into 2025.

Generative AI represents a critical commercial and policy hotspot for 2024, requiring immediate frameworks for content compensation. Companies must address the dual challenge of securing revenue for content use while mitigating misinformation risks during the high-volume global election cycle of 2024.

Ad-supported tiers from global providers like Netflix will capture significant programmatic market share across Australia and New Zealand throughout 2024. Furthermore, new retail advertising channels at the point of sale are emerging as a primary competitor for fast-moving consumer goods budgets.

New Australian content rules for SVOD operators are being introduced in 2024 despite arguments that they are unnecessary following the production growth seen in recent years. These rules arrive as the industry still navigates the legacy of significant production cost inflation experienced during the 2020-21 period.

Abstract

Key Takeaways

Frequently Asked Questions

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