Top Trends to Watch in 2024

9 Ways Media, Commerce, and the AI Revolution Will Reshape the Market in the New Year

Report by Insider Intelligence Analysts  | UPDATED: Dec 22, 2023
Download
Report
Executive Summary
Share
Table of Contents
Executive Summary
1. Cookies are going away in 2024, but the ad industry can’t seem to kick the habit
2. As ad-funded streaming takes a bigger bite of video time, pay TV’s decline will reach surprising depths
3. Prime Video will push CTV ad spending to a new milestone as linear TV tumbles
4. Short video will face a reckoning as monetization problems persist and messaging grows
5. TikTok will encroach further on Amazon as it eyes super app status
6. Platform partnerships will shift the ad spending landscape
7. China’s influence shakes up online shopping
8. Digital wallets will cement their position as everyday commerce enablers—in or out of the store
9. GenAI integration will supercharge search and transform the market
Sources
Media Gallery
About This Report
Dramatic shifts are in the works for 2024, as genAI, changing media norms, and innovative commerce redefine the business landscape. Our top nine trends explore what’s in store.
Topics
Connected TVs
Ecommerce Sales
Digital Advertising
US
Table of Contents
Executive Summary
1. Cookies are going away in 2024, but the ad industry can’t seem to kick the habit
2. As ad-funded streaming takes a bigger bite of video time, pay TV’s decline will reach surprising depths
3. Prime Video will push CTV ad spending to a new milestone as linear TV tumbles
4. Short video will face a reckoning as monetization problems persist and messaging grows
5. TikTok will encroach further on Amazon as it eyes super app status
6. Platform partnerships will shift the ad spending landscape
7. China’s influence shakes up online shopping
8. Digital wallets will cement their position as everyday commerce enablers—in or out of the store
9. GenAI integration will supercharge search and transform the market
Sources
Media Gallery

Executive Summary

It’s hard to imagine that 2024 will be as transformative as 2023—but it might be. Between broader adoption of generative AI (genAI), a constantly evolving media and regulatory landscape, and new forms of commerce, 2024 will keep companies on their toes.

This report covers the top nine trends to watch in 2024.

Here’s what’s in the full report

2files

Exportable files for easy reading, analysis and sharing.

8charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. 1. Cookies are going away in 2024, but the ad industry can’t seem to kick the habit
  3. 2. As ad-funded streaming takes a bigger bite of video time, pay TV’s decline will reach surprising depths
  4. 3. Prime Video will push CTV ad spending to a new milestone as linear TV tumbles
  1. 4. Short video will face a reckoning as monetization problems persist and messaging grows
  2. 5. TikTok will encroach further on Amazon as it eyes super app status
  3. 6. Platform partnerships will shift the ad spending landscape
  4. 7. China’s influence shakes up online shopping
  1. 8. Digital wallets will cement their position as everyday commerce enablers—in or out of the store
  2. 9. GenAI integration will supercharge search and transform the market
  3. Sources
  4. Media Gallery

Charts in This Report

As of Q3 2023, Cookied Inventory Still Accounts for Most Programmatic ActivityUS Pay TV Viewers vs. Ad-Supported Video-On-Demand (AVOD) Viewers, 2019-2027 (millions)
Video’s Share of Average Daily Social Network Time Is Huge but Approaching a Plateau (% share among US adult users, 2019-2025)TikTok Is Building an Amazon-Like Flywheel
Notable Social, Retail, and Digital Advertising Partnerships in 2023Temu's US Online Traffic Approached No. 3 eBay's Less Than a Year After Launching (millions of unique visitors, Sep 2022-Sep 2023)
US Mobile Wallet Users and Penetration, 2021-2027 (millions and % of smartphone users)Google's Dominant Lead Shrinks as Users Shift Some Search Tasks to Amazon and Social Media (% share of US search ad spending, 2020-2025)

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry, included at no extra cost.
Gain Access to EMARKETER →
Log in to EMARKETER
Download PDF

First Published on Nov 28, 2023

authors

Insider Intelligence Analysts

Contributors

Ross Benes
Senior Analyst
Sky Canaves
Senior Analyst, Retail & Ecommerce
Ethan Cramer-Flood
Senior Forecasting Writer
Suzy Davidkhanian
Principal Analyst, Retail & Ecommerce
Jasmine Enberg
Principal Analyst
Vladimir Hanzlik
Executive Editor
Jennifer Merritt
Vice President, Content
Evelyn Mitchell-Wolf
Senior Analyst, Digital Advertising & Media
David Morris
Principal Analyst
Paul Verna
Principal Analyst
Max Willens
Senior Analyst
Yoram Wurmser
Principal Analyst

Latest Reports

The State of Payment Transaction Types
Report
The State of Payment Transaction Types
The 2024 Healthcare Consumer
Report
The 2024 Healthcare Consumer
Canada Mobile Banking Emerging Features Benchmark 2024​
Report
Canada Mobile Banking Emerging Features Benchmark 2024​
Canada Digital Ad Spending 2024
Report
Canada Digital Ad Spending 2024
Restaurant Digitization 2024
Report
Restaurant Digitization 2024
What Advertisers Can Learn From Privacy Industry Events 2024
Report
What Advertisers Can Learn From Privacy Industry Events 2024
Maximizing the Impact of B2B Event Marketing
Report
Maximizing the Impact of B2B Event Marketing
Bank Brand Safety on Social Media
Report
Bank Brand Safety on Social Media
US P&C Insurance Trends to Watch in 2024
Report
US P&C Insurance Trends to Watch in 2024
Temu, TikTok, and China’s Ecommerce Players in Western Europe
Report
Temu, TikTok, and China’s Ecommerce Players in Western Europe
Digital Audio Ad Spending Forecast and Trends Q2 2024
Report
Digital Audio Ad Spending Forecast and Trends Q2 2024
What Banks Need to Know About Gen Alpha
Report
What Banks Need to Know About Gen Alpha
The State of Influencer-Brand Deals 2024
Report
The State of Influencer-Brand Deals 2024
Ad Measurement Trends H1 2024
Report
Ad Measurement Trends H1 2024
Brand Safety 2024
Report
Brand Safety 2024

Popular on EMARKETER

Data Drop: 5 Charts on Netflix Advertising
Article
Data Drop: 5 Charts on Netflix Advertising
Google delays the end of cookies for a third time after regulator and industry pushback
Article
Google delays the end of cookies for a third time after regulator and industry pushback
Data Drop: 3 Things to Know About How Baby Boomers Use Tech
Article
Data Drop: 3 Things to Know About How Baby Boomers Use Tech
Canada Digital Ad Spending 2024
Report
Canada Digital Ad Spending 2024
Streaming service loyalty wanes as serial churning rises
Article
Streaming service loyalty wanes as serial churning rises
PubMatic and GroupM will offer cookieless ad inventory
Article
PubMatic and GroupM will offer cookieless ad inventory
TikTok launches Notes, but existential threats loom large
Article
TikTok launches Notes, but existential threats loom large
CPG recovery is uneven as cost pressures exacerbate market bifurcation
Article
CPG recovery is uneven as cost pressures exacerbate market bifurcation
Sephora and L’Oréal strong results suggest Ulta may have overstated beauty industry challenges
Article
Sephora and L’Oréal strong results suggest Ulta may have overstated beauty industry challenges
TikTok ban signed by President Biden, giving ByteDance 9 months to sell
Article
TikTok ban signed by President Biden, giving ByteDance 9 months to sell
Spotify comes out strong in Q1 but is still fishing for the next thing
Article
Spotify comes out strong in Q1 but is still fishing for the next thing
Google delays deprecation of third-party cookies once again
Article
Google delays deprecation of third-party cookies once again
Hyundai hits brakes on X ads amid brand safety concerns—even as auto industry embraces digital advertising
Article
Hyundai hits brakes on X ads amid brand safety concerns—even as auto industry embraces digital ...
Maximizing the Impact of B2B Event Marketing
Report
Maximizing the Impact of B2B Event Marketing
TikTok outperforms YouTube Shorts and Reels viewership
Article
TikTok outperforms YouTube Shorts and Reels viewership

Latest Forecasts

Total Media Ad Spending, UK
Forecasts
Total Media Ad Spending, UK
Desktop/Laptop Ad Spending, UK
Forecasts
Desktop/Laptop Ad Spending, UK
UK Nonmobile Ad Spending
Forecasts
UK Nonmobile Ad Spending
UK Amazon
Forecasts
UK Amazon
Digital Ad Spending, UK
Forecasts
Digital Ad Spending, UK
Out-of-Home Ad Spending, UK
Forecasts
Out-of-Home Ad Spending, UK
Retail Media Ad Spending, by Country
Forecasts
Retail Media Ad Spending, by Country
Display Ad Spending, UK
Forecasts
Display Ad Spending, UK
Video Ad Spending, UK
Forecasts
Video Ad Spending, UK
Retail Media Ad Spending, China
Forecasts
Retail Media Ad Spending, China
Ecommerce Channel Ad Spending, China
Forecasts
Ecommerce Channel Ad Spending, China
Traditional Media Ad Spending
Forecasts
Traditional Media Ad Spending
Total Media Ad Spending, China
Forecasts
Total Media Ad Spending, China
Digital Ad Spending, China
Forecasts
Digital Ad Spending, China
Display Ad Spending, China
Forecasts
Display Ad Spending, China

"Behind the Numbers" Podcast

The Weekly Listen: The TikTok ban gets signed into law, is AI ready to change search, and social commerce's ceiling
Audio
The Weekly Listen: The TikTok ban gets signed into law, is AI ready to change search, and social ...
The Daily: How Netflix surprised folks, how much advertising will move the needle, and what its "Next Act" will be
Audio
The Daily: How Netflix surprised folks, how much advertising will move the needle, and what its ...
Reimagining Retail: The Unofficial Most Interesting Retailers List (April)
Audio
Reimagining Retail: The Unofficial Most Interesting Retailers List (April)
The Daily: GenAI's economic impact, part 2—the effect on jobs, Apple's GenAI strategy and AI's measurement problem
Audio
The Daily: GenAI's economic impact, part 2—the effect on jobs, Apple's GenAI strategy and AI's ...
The Daily: GenAI's economic impact, part 1—the economy, Amazon's AI investments and ChatGPT in the physical world
Audio
The Daily: GenAI's economic impact, part 1—the economy, Amazon's AI investments and ChatGPT in the ...
The Weekly Listen: What replaces "Just Walk Out" as the future of retail, the Atlantic's come back, and igniting TV shopping
Audio
The Weekly Listen: What replaces "Just Walk Out" as the future of retail, the Atlantic's come back, ...
The Daily: How to make your brand the right amount of safe, vertical video ads for TV, and Hulu content on Disney+
Audio
The Daily: How to make your brand the right amount of safe, vertical video ads for TV, and Hulu ...
Reimagining Retail: How to reduce friction at the point of sale and predictions for the future of retail payments
Audio
Reimagining Retail: How to reduce friction at the point of sale and predictions for the future of ...
The Daily: GenAI and healthcare, part 1—How consumers are using GenAI to look up health information and how physicians feel
Audio
The Daily: GenAI and healthcare, part 1—How consumers are using GenAI to look up health information ...
The Daily: GenAI and healthcare, part 2—How physicians are using GenAI for patient care and a 'DIY health clinic-in-a-box'
Audio
The Daily: GenAI and healthcare, part 2—How physicians are using GenAI for patient care and a 'DIY ...
The Weekly Listen: Caitlin Clark's effect on March Madness, a women's sports revolution, and who will rule the new pay TV world?
Audio
The Weekly Listen: Caitlin Clark's effect on March Madness, a women's sports revolution, and who ...
The Daily: How marketers are using GenAI, where we pay most attention to social media ads, and Chase's retail media network
Audio
The Daily: How marketers are using GenAI, where we pay most attention to social media ads, and ...
Reimagining Retail: The beauty path to purchase and how social media trends have influenced beauty products and marketing
Audio
Reimagining Retail: The beauty path to purchase and how social media trends have influenced beauty ...
The Banking & Payments Show: The Crypto Renaissance
Audio
The Banking & Payments Show: The Crypto Renaissance
The Daily: How Hispanic Americans use media differently, who uses social media the most, and how kids use the internet
Audio
The Daily: How Hispanic Americans use media differently, who uses social media the most, and how ...